The rapid development of the mobile Internet in 2016-2018 has profoundly affected the consumer and communication fields. Advertisers have connected online and offline data and gradually realized the digitization of consumer life trajectories. In this context，advertisers have realized datacization and intelligence in three dimensions：communication channel，communication form，and communication content. They optimize the consumer experience and upgrade the accuracy of advertising and the accuracy of effect evaluation. Specifically，advertisers rely on the three major marketing communication platforms of social，video and e-commerce to create an immersive experience，build new connections，and trigger user sharing through native and scene-based communication. In the future，advertisers will usher in the era of intelligent marketing；Chinese advertisers will face challenges such as value-added products and services，brand upgrades and global marketing；under the environment of accelerated technology iteration，new concepts emerging，and more generalized media，advertisers need to clarify the nature of communication，To welcome new transformations and models in cooperation with marketing communication service providers.