As advertisement publishers, Internet advertising platforms are the main media and channels for Internet commercial paid advertisements. Management norms and control mechanisms act are the first barrier in actual governance activities. Interest-oriented Internet platforms have natural defects in the process of regulation. The Internet advertising platform has multiple identities such as participants in the public governance of Internet advertising, rule-makers, discourse system builders, advertising publishers, product development and operators, platform owners, and service providers. Internet advertising platforms need to strengthen their own regulations to improve advertising content review rules, advertising qualification access rules, operations and channel management mechanisms, and also need to strengthen their own self-discipline. At the same time, government regulatory agencies and industry organizations need to strengthen the supervision of the platform, and the society and the media also need to strengthen supervision and participation.