The scale of online advertising market in China is 371.7 billion yuan（￥）in 2018，and mobile advertising market share is 70%. BAT Matthew effect is significant whose information flow advertising enlarges market space，and TMD enriches new areas of short video，takeaway and O2O advertising. Development and prosperity of advertising capital market，forming a new market for internet advertising overseas，and advertising legislation supervision and market supervision have achieved results simultaneously. Inevitably，there are development problems and realistic challenges. We are lack of scientific understanding and effective practice on realization of internet advertising technology and construction of global advertising system. Algorithmic marketing and precision portrait of advertising data oligopoly influences user attitudes and manipulates user positions. Promotion and activation，false clicks and fraudulent advertising are still serious problems，which have resulted in major public opinion events. Therefore，we must keep pace with the times，and adopt countermeasures. Actively construct and Improve network advertising System. Strengthen the market subject responsibility and social responsibility of enterprises，and market supervision and public opinion supervision. Form trend for integration and development with hardware facilities and real economy，together with new information technology.