US firm Paypod will launch a platform that will facilitate websites, mobile service providers and advertisers to negotiate over advertising space on a medium which is still to be explored in a big way. "The technology platform will go live on in next two- three weeks.

In the next 12 months, we hope to bring 500 publishers and 1,000 advertising agencies on it," said Durga Das, Chief Operating Officer of Paypod, which has developed the portal. Internet advertising accounts for one per cent of the Rs 30,000-crore market in India.

However, its share is expected to rise by up to five per cent by 2010. "In 2010 it would be 2-5 per cent of the advertising market that will grow to Rs 50,000 crore," she said. Apart from providing a platform, Paypod will also help the agencies to mould their content for Internet and mobile.

The platform has been designed in-house at the company's development centres in Chennai and Minsk, Belarus. The company also has plans to expand its activities beyond India to its neighbouring countries.