For example, the New York Times states that product placement is "simply putting a branded box of cereal on the kitchen table in a show," but "product integration is having the characters talk ...

There is a fundamental difference between using application programming interfaces for integration and having an API strategy for reuse. We look at how APIs can make digital initiatives shine.

Graph APIs, lifecycle management, and security are at the heart of API integration today. What other trends are defining its future?

So there is evidently a difference between a (software) product and a platform – and there is evidently a new definition of what we should consider a technology platform to be.