by Screen scraping is what a developer might do to get access to information that's usually only shared via a webpage. The idea of scraping the screen, meaning, programmatically taking what the user would normally see on the screen so that the developer can get access to the data outside of the "application"(web page/web app) in which it's presented.
A financial planning company might want access to all a customer's accounts so that a full financial picture can be seen in one single place.
By partnering with customers to give them access to the data, they can figure out new business models and build better collaborative relationships to identify new needs and opportunities.