Alibaba's share of worldwide mobile ads has grown substantially, especially in its native China. It is estimated that the company's 35% share of China's mobile internet advertising revenue has grown in the last 12 months to just under 40%. Comparatively, whilst Alibaba's competition in the country is also experiencing growth, it is nowhere near the same level, with Tencent seeing 2% growth. On the other hand, Baidu is expected to see an 8% fall in market share following multiple controversies over the course of 2016. Meanwhile, on the global mobile ad market, Alibaba has seen its share rise from 8.7% in 2015, to 11% this year. This is partly due to increasing cross-border sales in China, as businesses like Alibaba and JD continue to move further abroad.