Aggregator

Also called Aggregation Theory

A business that owns the demand side by controlling access to users, then commoditizes suppliers who must come through it, Google, Amazon, Uber. From Ben Thompson's aggregation theory.

Why it matters

Aggregators capture outsized value by owning the customer relationship at scale, which is one of the most powerful positions on the internet. Understanding the pattern helps founders see where the real leverage sits in a market.

For example

Google aggregates demand by owning how people search, so publishers must play by its rules to reach their own readers.

Related terms

Platform Network Effects Marketplace

Go deeper

See how founders actually handle this on Growing and marketing, part of the Starting Up hub.

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