Meta Set to Overtake Google in Global Ad Revenue by 2026: Report
Analysts point to AI-driven tools such as Advantage+ and the rise of Reels as key drivers of advertiser spending across Meta’s platforms.
Meta Platforms is projected to surpass Google in global and U.S. digital advertising revenue by the end of 2026, according to a new forecast by eMarketer.
Analysts point to AI-driven tools such as Advantage+ and the rise of Reels as key drivers of advertiser spending across Meta’s platforms.
The report estimates Meta will generate $243.46 billion in global ad revenue in 2026, edging past Google’s projected $239.54 billion. In 2025, Google still led the market with $214.06 billion, compared to Meta’s $196.17 billion.
Meta’s share of global digital ad spending is expected to rise to 26.8% in 2026, overtaking Google’s 26.4%, which has been gradually declining since 2021.
“Meta reached this milestone by going balls to the wall in its pursuit of scale and user habits, but it also got here by being very careful about incorporating ads into its products,” said Max Willens, Emarketer Principal Analyst.
The shift is being driven by faster growth at Meta, with its ad revenue growth projected to increase from 22.1% in 2025 to 24.1% in 2026. In contrast, Google’s growth is expected to remain at 11.9%.
“Meta’s growth is not coming from just one source. It’s unlocking more value across its entire ecosystem at the same time,” said Zach Goldner, eMarketer Senior Forecasting Analyst.
“Meta's apps on a daily basis, ads in WhatsApp are only just starting to come on, Advantage+ is humming, and Meta is going to try to set the tone for the next era of social commerce,” Willens said.
Amazon remains the third-largest player, with the three companies together expected to capture over 62% of global digital ad spending by 2026.
