The value of syndication Syndication provides several benefits. Fundamentally, it facilitates functional specialization and diversity. Without syndication, any content originator must also find a way to distribute that content to end users, or must establish an exclusive relationship with a content distributor. On the other end of the spectrum, destination sites and eyeball aggregators must invest the time and money to generate high-quality original content. Calling this disintermediation doesn't necessarily mean it works for companies or their customers.
Some intermediaries add friction, but others make the market more fluid and efficient.
In a syndicated world, companies and individuals can choose where they wish to concentrate their effort. From a business perspective, syndication allows originators and syndicators to aggregate a large number of small-value transactions into profitable businesses. It also makes it possible for smaller, less commercially-oriented sites to share the benefits of the Internet economy. Web-based services must be able to support massive and rapidly increasing scale, because even the most isolated bit of information is potentially available to an audience of tens of millions. Scaling is complicated by the profusion of alternatives at every level of the value chain.