The domain name Ad.com was sold in Moniker‘s live domain auction for $1.4 million yesterday. The auction was held at the TRAFFIC Silicon Valley conference. Overall, the live auction netted $2.1 million, so the Ad.com sale makes up more than half of the total proceeds.

I think Ad.com is a good sale at that price, both for the buyer and the seller. Some might say the domain is worth more than that, but selling a domain in the million-dollar range in today’s economy is pretty good, in my opinion. It has been reported that the buyer is Directi. but this hasn’t been confirmed, yet. Directi is a fast-growing domain company with more than 550 employees and an estimated value of more than $300 million. Its business units include Skenzo, LogicBoxes, WebHosting.info and ResellerClub.

What’s great about Ad.com, is that it’s both a generic domain and a two-letter domain that could also stand for other meanings apart from the obvious advertising relation. Considering Directi’s company structure, the company may be going to develop the domain into a new business website, hence being an end user rather than a domain reseller, which could explain the relatively high sale price. But again, it has still not been confirmed that Directi is really the buyer of the Ad.com domain name.

In any case, Moniker’s domain auction can already be considered as a success, because almost 50% of the inventory was sold, which is a solid outcome. There were no other sales in the six- or seven-figure range, though. The second-highest sale of the live auction is BottledWater.com at $45,000, followed by Athletic.com ($40,000) and Vixen.com ($32,500). The official results of the auction can be found on Moniker’s website. The domains that did not sell in the live domain auction will be up for sale in the extended online auction together with other domains that didn’t make it into the main event.