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
Advertising is a core component of Super-Aggregators like Facebook and Google because the incentives are perfectly aligned
Partisan news sites attract more attention on the platform than they do elsewhere on the web