Meta is projected to become the world’s largest digital advertising company by the end of 2026, surpassing Google for the first time, according to new forecasts by Emarketer. The report estimates that Meta will generate $243.46 billion in net advertising revenue, slightly ahead of Google’s projected $239.54 billion within the same period.
The shift is being driven by faster growth in Meta’s advertising business, which is expected to expand by 24.1 per cent this year, compared to Google’s forecast growth of 11.9 per cent. Analysts attribute this momentum to Meta’s increasing focus on automated advertising tools, particularly its Advantage plus suite, which has gained popularity among advertisers seeking faster campaign deployment and improved return on investment.
Meta has also widened its advertising footprint by introducing ads on platforms such as WhatsApp and Threads, while strengthening its position in short form video through Instagram Reels, where it competes with rivals like TikTok and YouTube Shorts. This expansion has helped the company attract a larger share of global advertising budgets.
Despite the projected shift, the digital advertising market remains highly concentrated, with Meta, Google, and Amazon expected to account for over 62 per cent of global ad spending in 2026. Analysts warn that smaller platforms such as Snap and Pinterest may face increased pressure as advertisers continue to prioritise established platforms with broader reach and more advanced targeting capabilities.