Dive summary: 

• A new rollout of domain names by the Internet Corporation for Assigned Names and Numbers (ICANN) will expand domain options by 6,000%; to prepare, marketers should do three things [see full list at AdAge]
• The number one thing a marketer can do is educate themselves on gTLDS as much as possible. 
• The Association of National Advertisers (ANA) strongly opposes ICANN's early rollout of gTDLS mostly because of security reasons. 

From the article: 

"The internet is about to undergo a radical transformation. One of our main concerns is the threat to security.

For example, within the current universe of 22 gTLDs, there already exists billions of dollars of cybercrime -- including phishing, cybersquatting, typo-squatting and counterfeiting. At the ANA Law & Public Policy Conference held in Washington two weeks ago, Julie Brill, commissioner of the U.S. Federal Trade Commission, expressed concern that the TLD expansion could create opportunities for scammers to take advantage of consumers and divert the resources of businesses into litigation. She called for additional safeguards and increased accountability of domain registrars."