China’s internet advertising market grew to RMB 359.85 billion in H1 2025, up 5.6% year-on-year, as the sector enters a “regulated maturity” phase. QuestMobile’s latest report highlights stronger regulatory oversight, market dominance of Taobao, Douyin, and WeChat, and surging ad spend in lifestyle sectors like beauty and mother-and-baby. Mobile channels remain the core driver, with Xiaohongshu, Kuaishou, and Bilibili gaining traction for targeted campaigns.
