[Aggregators commoditize creation. Integrators operationalize creation](https://stratechery.com/2020/disneys-integration/)
> 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](https://stratechery.com/2019/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

- https://stratechery.com/2015/aggregation-theory/

## Google

2016 [Google’s Go-to-Market Gap](https://stratechery.com/2016/googles-go-to-market-gap/)
2017 [Google’s Search for the Sweet Spot](https://stratechery.com/2017/googles-search-for-the-sweet-spot/)

## Facebook

[HURTING PEOPLE  AT SCALE - FACEBOOK’S EMPLOYEES RECKON WITH- THE SOCIAL NETWORK THEY’VE BUILT](https://www.buzzfeednews.com/article/ryanmac/facebook-employee-leaks-show-they-feel-betrayed?utm_source=Benedict%27s%2BNewsletter&utm_campaign=784a6d6e7b-Benedict%27s%2Bnewsletter%2Bissue%2B346&utm_medium=email&utm_term=0_4999ca107f-784a6d6e7b-71150654)

[Want to buy a parrot? Please login via Facebook](https://restofworld.org/2020/bangladesh-economy-runs-on-facebook/?utm_source=Benedict%27s+Newsletter&utm_campaign=784a6d6e7b-Benedict%27s+newsletter+issue+346&utm_medium=email&utm_term=0_4999ca107f-784a6d6e7b-71150654)

[Facebook offers a distorted view of American news](https://www.economist.com/graphic-detail/2020/09/10/facebook-offers-a-distorted-view-of-american-news)
> Partisan news sites attract more attention on the platform than they do elsewhere on the web