Meta can displace Google from the leading position in the internet advertising market already this year

Meta could outpace Google in digital advertising revenue in 2026

According to the latest forecasts from research firm Emarketer, Meta (Facebook, Instagram and WhatsApp) revenue from its advertising segment may for the first time exceed that of Google. This event could put an end to the search giant’s dominance.

Metric Meta Google Projected digital ad revenue (worldwide)
$243.46 bn $239.54 bn
Why Meta might win
- Advantage+ – a Meta service that simplifies campaign setup and boosts return on investment. Its popularity confirms the effectiveness of the company’s key strategies.
- Meta grew 22.1% in 2025. It is expected to rise to 24.1% by 2026.
- Google shows more stable growth – about 11.9% over the same period.

Competition level
- Snap and Pinterest are at a disadvantage: geopolitical instability forces advertisers to favor large platforms such as Meta and Google.
- Meta is expanding its presence, including WhatsApp and Threads, becoming a direct competitor to X (formerly Twitter) owned by Elon Musk.
- Instagram Reels competes with TikTok and YouTube Shorts in the short vertical video segment.

Digital ad spend forecasts
Emarketer predicts that by 2026 about 62.3% of global advertising budgets will be allocated between Google, Meta and Amazon. Legal rulings regarding Meta and YouTube are not expected to significantly impact this dynamic.

Thus, if Meta truly surpasses Google in digital advertising revenue, it would confirm the effectiveness of its key strategies and could shift the balance of power in the advertising space.