BEIJING - China's internet advertising market expanded to the size of 371.7 billion yuan ($55.48 billion) last year, up 25.7 percent year-on-year, according to the latest statistical report on internet development.

Internet advertising via mobile devices commanded a market share of 70 percent, which is expected to grow higher in the future, said the report, released by China Internet Network Information Center.

In-feed ads, which will be shown naturally when a user scrolls through the feed, for instance, among a list of news articles or listings, has become a new growth area for the advertising industry, marked by increasing popularity and continuous growth in market share.

Revenues of advertising on short video platforms registered a notable rise in 2018, with the value of such platforms, in terms of advertising, further recognized, according to the report.