Effect measurement is one of the core issues in the field of internet advertising research and the data of internet advertising effectiveness tracking has its huge commercial values.Based on the historical review of the internet advertising tracking industry in China since 2003，this article proposed that the industry can be marked in three stages successively，namely transplanting period，omni-direction period and cross-screen period according to the content of monitoring，or it can be divided into tool period，data period and ecology period as well according to the foci and strategies of advertising tracking agencies in different stages of development.From the aspects of data resources，tracking and measuring technologies，industry standards and developing mechanism，the article made a further discussion on the constraints and developing trends of internet advertising effectiveness tracking industry in China.