Mochila is a first-to-market digital media marketplace which allows content providers to sell articles, photography, and soon, audio and media files to media companies. They have also recently announced their intention to allow users to monetize, through AdMatch, which allows website publishers to acquire relevant media content from the site and share the revenue with marketers and media companies. This benefits all parties, considering the websites will have access to more relevant content, and the content providers along with the media companies who will effectually extend the area to which their content can be viewed. Mochila´s services marks the shift of the media marketplace´s presence in the online community, Now, over 175 respected media organizations are using Mochila, free of charge. Content providers have complete control over their content, with set rules for price, usage, embargoes and exclusions. Mochila, in short, is providing the means in which media companies and content providers may collaborate in an innovative and effective way.