This paper aims at analyzing the key trends and challenges of the ontology matching field. The main motivation behind this work is the fact that despite many component matching solutions that have been developed so far, there is no integrated solution that is a clear success, which is robust enough to be the basis for future development, and which is usable by non expert users. In this paper we first provide the basics of ontology matching with the help of examples. Then, we present general trends of the field and discuss ten challenges for ontology matching, thereby aiming to direct research into the critical path and to facilitate progress of the field.