Meta to Top Google
EMARKETER projects that Meta will surpass Google in digital ad revenues for the first time, claiming the lead both in the U.S. and worldwide. The report frames this as a notable shift in where ad dollars are concentrating across platforms. (emarketer.com)
Meta is on track to become the biggest digital advertising company in 2026, overtaking Google in the United States and worldwide, according to EMARKETER. (emarketer.com) EMARKETER said Meta is forecast to generate $243.46 billion in worldwide net ad revenue in 2026, ahead of Google at $239.54 billion. In 2025, Google still led with $214.06 billion, while Meta posted $196.17 billion. (emarketer.com) The research firm said Meta’s share of worldwide digital ad spend will reach 26.8% in 2026, compared with Google’s 26.4%. Google’s share has been falling since 2021, while Meta’s has been rising, EMARKETER said. (emarketer.com) The shift follows a strong 2025 for both companies, but Meta grew faster. Meta reported $200.97 billion in 2025 revenue, up 22% year over year, with ad impressions up 12% and average price per ad up 9%. (atmeta.com) Alphabet reported $402.84 billion in total 2025 revenue, up 15%, and said Google Services revenue rose 14% to $95.9 billion in the fourth quarter. Alphabet also said YouTube brought in more than $60 billion in 2025 from ads and subscriptions combined. (q4cdn.com) EMARKETER said Meta’s 2026 ad growth rate will accelerate to 24.1% from 22.1% in 2025, while Google’s ad growth will hold at 11.9%. The firm pointed to Meta’s Advantage+ ad tools, artificial-intelligence-generated creative, automation software, and Reels as drivers of that increase. (emarketer.com) That forecast lands as the broader market is still expanding. The Interactive Advertising Bureau said its full-year 2025 revenue report, due April 21, 2026, will break out spending across search, social, video, audio, display, and programmatic advertising. (iab.com) Google still has businesses outside advertising that Meta does not match at the same scale. EMARKETER said revenue from products such as YouTube Premium can make Alphabet’s overall business more diversified even as Meta gains ground in digital ads alone. (emarketer.com) EMARKETER published the forecast on April 13, 2026, and said it does not expect recent court rulings involving Meta and YouTube to materially change its 2026 figures. The next test is whether Meta’s actual results close the gap fast enough to turn the forecast into a year-end lead. (emarketer.com)
