Now you are in the subtree of TECHNOLOGY and MARKETS public knowledge tree. 

Aggregators

Aggregators commoditize creation. Integrators operationalize creation

Aggregators seek to serve the maximum number of consumers. Integrators seek to monetize consumers to the maximum extent.
Aggregators are content agnostic. Integrators are predicated on differentiation.
Aggregators provide leverage. Integrators capture margin

A Framework for Regulating Competition on the Internet

Advertising is a core component of Super-Aggregators like Facebook and Google because the incentives are perfectly aligned

Google

2016 Google’s Go-to-Market Gap
2017 Google’s Search for the Sweet Spot

Facebook

HURTING PEOPLE  AT SCALE - FACEBOOK’S EMPLOYEES RECKON WITH- THE SOCIAL NETWORK THEY’VE BUILT

Want to buy a parrot? Please login via Facebook

Facebook offers a distorted view of American news

Partisan news sites attract more attention on the platform than they do elsewhere on the web