In the past, they were the only ones working with the mega brands that could afford the multimillion-dollar media buys.

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Currently, there are more than 7 million apps from tech operators like Groupon (Nasdaq:GRPN) and Pandora (NYSE:P), as well as mega-brands like Disney (NYSE:DIS), and Coca-Cola (NYSE:KO).

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The strategy has been very successful for these mega-brands, and now Underarmour, a Baltimore-based apparel company, is looking to follow a similar path to grow its own brand.

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And not just the mega-corporations, but the small entrepreneurs developing brands of their own through services such as YouTube.

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