Aggregation theory describes the shift of power from supply to demand, growth based on zero marginal cost, and direct relationships with users. Platforms like Google, Facebook, Amazon, and others were able to become aggregators because of the internet.
The next step in the evolution of aggregators is Platform Confluence: the combination of several apps and sites owned by the same company into an ecosystem in which user signals and ads reinforce each other.
The next step in the evolution of aggregators is Platform Confluence: the combination of several apps and sites owned by the same company into an ecosystem in which user signals and ads reinforce each other.