The article examines the emergence and role of mashups in integrating data across the web, how social networking platforms penetrated the web by adding social experiences and how they helped in web integration, while solving some of the issues of mashups. We also discuss how semantic markups evolved in parallel, trying to bring in structured data and why social networking platforms need semantics for building the social graph of users. We take the case of Facebook‟s Open Graph protocol and discuss how semantic markups enhanced web integration by simplifying the process of creating mashups, giving more personalized experiences to the users. Finally, we present an integrated view of the role of mashups, social networking platforms and semantics from the angle of web integration and the insights that enterprises can learn from them.
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