In order to lead and own the network market and the network advertising market，the network tycoons of mainland China carried out comprehensive competitions and adequate cooperations in the aspect of technology，market and resource.Meanwhile，search engines，SNS，portals，video and vertical websites were for the market of online advertising in terms of the internet，mobile internet and outdoor advertising network.The development emphasizes the mobile advertising market，the capital market and the RTB. Online advertising alliance developed well.It is inevitable that the network corporations and the adverting network companies in China compete and will compete for the market layout of the whole world.The challenges and problems are very severe，such as the common standards of advertising technology，market of common platforms，and legal supervisions .