Is Digitalization another meaning to creating platforms? The digital world — and that includes its various industries — differs in multiple dimensions from the physical world and its industries, for instance in the areas of marginal costs in production, transport, and storage, in transport and production speeds, and in the ability to abstract and simulate. For example, as a prominent representative of the digital world, Google has put these characteristics to good use and in the process revolutionized the advertising market. Google analyses questions put in its search engine and clicks on web pages to measure its users’ behaviour. Based on this more precise — because it is high resolution — performance data, the company presents each user with an individual, profit-optimizing advertising message.
