Seizing the Opportunity: Exploiting Web Aggregation

This paper examines the development of web aggregators, entities that collect information from a wide range of sources, with or without prior arrangements, and add value through post-aggregation services. New Web-page extraction tools, context sensitive mediators, and agent technologies have greatly reduced the barriers to constructing aggregators. We predict that aggregators will soon emerge in industries where they were not formerly present. Through studying over a hundred existing and emerging aggregators, we present a model for understanding the aggregator's strategic interaction with existing organizations. We also suggest different ways that businesses can take advantage of the new opportunities presented. Finally, we provide valuable insights to all organizations concerning the issues, impacts, and actions required as aggregators become increasingly present.