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 to 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 1% of the Rs. 30,000-crore market in India.

However, its share is expected to rise by up to 5% by 2010. "In 2010, it would be 2-5% of the advertising market that will grow to Rs. 50,000 crore,"she said.