Marketing within today's platforms: Meta, Google, TikTok. And now the AI platforms like ChatGPT, where the rules for who gets seen are not yet understood.
What is a aggregated market? An aggregated market is one where a few platforms (Meta, Google, TikTok) sit between makers and audiences and set the terms of discovery. Aggregated marketing is marketing within those platforms, plus the newest aggregators, AI platforms like ChatGPT, where how visibility is earned is not yet understood. The winning strategy is owning assets (a corpus, a provenance trail, a persistent identity) that keep their value when any platform changes the rules.
Three platforms are forecast to take 62.3% of worldwide digital ad spending in 2026 (eMarketer), with Meta passing Google for the first time. Meanwhile the reach you thought you owned is a rounding error: the average Facebook page post reaches about 1.65% of followers organically, and on TikTok the Following feed delivers roughly 0.3% of views while the For You algorithm delivers 85.1%.
Paying does not restore control. Meta's own full-year 2025 results report the average price per ad up 9% while impressions grew 12%. And the same structure is arriving one layer up: about 60% of searches now end with no click (Bain), and only about 1% of users click a source cited in an AI summary (Pew Research Center). At the same time, 85% of business leaders are concerned that AI-generated content makes it harder to know what is credible ${cite(CITE.ftipa, "FT New Dimensions of Influence, 2026")}: the squeeze is not just on reach, it is on trust.
Master the platforms you can measure, and instrument the ones you cannot yet. Build owned systems whose value does not depend on any single channel: a graded corpus, verifiable provenance, and an identity legible to both people and machines. Ben Thompson's Aggregation Theory maps the trap; the durable countermove is owning assets the aggregator cannot revoke.
Traditional SEO was built for a pull ecosystem: search engines crawled in real time and presented a vast index of links. LLMs work differently.
Search engines crawled the open web continuously, ranked pages, and gave users ten blue links to choose from. Success meant organic rank and traffic volume. More pages, more links, more clicks.
LLMs synthesize training data and deliver conversational answers that skip the link layer entirely. About 60% of searches now end without a click (Bain), and only about 1% of users click a source cited in an AI summary (Pew Research Center).
Where Google historically surfaced a vast index, LLMs typically cite only two to seven domains per response. The new metrics are AI citation frequency and share of voice in LLM outputs, not rank or traffic. Profound and Brandpipers both document the shift to Generative Engine Optimization (GEO) and LLM Engine Optimization (LEO). Owning a corpus and identity that models can retrieve, verify, and cite is the durable countermove.
Owning the assets is half the answer. The other half is an organization shaped to run them.
In aggregated markets the org itself is the exposure: teams staffed around a single channel collapse when the algorithm turns. MarCom OS's Hourglass blueprint and Use, Compose, Build calculator structure the team around owned capabilities, so no aggregator rule change can zero out the operation.
MarCom OS ships the Hourglass org blueprint, the Use, Compose, Build capability calculator, and the Riverbank governance system as editable working documents, with a free starter pack to try before you buy.
Each market has a one-pager and a full field guide. Move through the series in any order.
Marketing within crypto-powered networks — Farcaster, Lens, DAOs, onchain identity, and the agent settlement layer — where the participants own the rails and no single company controls the feed.
Agents transacting with agents. The open protocol stack (MCP → A2A → AP2 → x402) is live; the growth curve points toward marketplaces at the scale of Meta and Google today.
The Aggregated field guide is live: the full article, three data visuals, and the 13-slide deck. Drop your email to follow the series and we'll reach out the day the next guide ships. No spam.
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Model retention curves, cohort decay, and CAC defensibility for your aggregated-market scenario — bring real numbers, get a computed answer.
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