It's not a content creator.

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Rumors about its investment in Machinima surfaced earlier this month, prompting speculation that Google was favoring one of its biggest YouTube content creators over others since the deal is its first in a YouTube content creator.

FORBES: Google Invests in Machinima, Sees 'Financial Return'

Finally, as a content aggregator rather than a creator, Yahoo!

ECONOMIST: We have lift-off | The

In its truest sense, Nimble Books is not so much a creator of content as it is a highly polished curator.

FORBES: Could Your Next Book Be Written By A Machine?

To manage it all, YouTube is quickly evolving from a creator to a curator of content.

FORBES: YouTube Reveals A Curated Future

Glam Media, a women-focused online content and advertising company, has acquired social network creator Ning, in a large advertising and online media tie-up.

FORBES: Glam Media Acquires Ning In Ad-Social Publishing Tie-Up; Andreessen Joins Glam Board

Topps must hope that its brand content seems fun to kids and a creator of brand loyalty, not a gimmick that feels more like a chore to upload.

FORBES: Bazooka Gum: Topps Hopes A Fresh Look And Web Channel Will Give Kids Something To Chew

"There's the argument that you're creating a model that's not sustainable for the content creator, " Matthews said.

CNN: Would you pay for this story?

"Through its use of AP content and refusal to pay a licensing fee, Meltwater has obtained an unfair commercial advantage in the marketplace and directly harmed the creator of expressive content protected by the Copyright Act, " Cote said.

WSJ: Judge: Aggregator of AP news can't have free ride