The function of an aggregator in digital marketing is to compile and consolidate content, data, or services from multiple sources into a single platform for easier access by users. Aggregators can gather resources like news articles, product listings, or reviews, helping users find relevant information quickly without extensive browsing. This enhances user experience and drives engagement. Notable examples include news aggregators like Google News and shopping aggregators like Shopzilla. By providing a centralized source of information, aggregators facilitate better decision-making for consumers.