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This article was published on December 10, 2010

Alibaba now tops Google in online advertising share in China

Alibaba now tops Google in online advertising share in China
Fraser Smith
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Fraser Smith

Fraser Smith is an IT consultant based in Shanghai, China. He has over 15 years experience in the media industry working with many major ne Fraser Smith is an IT consultant based in Shanghai, China. He has over 15 years experience in the media industry working with many major news publishers. He is also co-owner and editor of edexpat.com the educational resource for international families, teachers and schools. You can contact Fraser via Twitter by following @FrasSmith.

Google’s decline in the Chinese search market has been widely documented this year after it withdrew from the country over allegations of hacking and its refusal to censor search results.

The final irony being Google’s own Zeitgeist 2010 figures released yesterday that show the top search term in China in 2010 was Baidu.

Now, new figures have been released for the third quarter of 2010 that show Google has given up the second place slot in online advertising in China to e-commerce giant Alibaba.

RankCompanyPercentage
1Baidu30.90%
2Alibaba9.27%
3Google8.90%
4Sina8.89%
5Tencent6.14%
6Sohu5.57%
7Netease2.16%
8Others28.17%

The figures, released by Beijing based research firm Analysys International show that Baidu still has the largest share of the online advertising market, but, that Alibaba has now passed Google to take second place.  Alibaba is the owner of taobao.com, China’s largest online marketplace.  It is TaoBao that probably accounts for Alibaba’s strength in the online advertising market.

Also interesting is Sina, and even Tencent who are very close to pushing Google even further down the table into fourth or fifth place when the figures for the fourth quarter are released.