First lets talk about what the consumer needs, because businesses exist only because consumers have needs. On the web the most common tangible product is information, so web users are Information Consumers. What do Information Consumers need?

1.Information Consumers need information - role filled by Content Producers
2.Information Consumers need somewhere to go for that information based on their specific needs - role filled by Content Aggregators
3.Information Consumers need to take action on that information - role filled by Content Advertisers who suggest the products/services for taking action

Read more here