Meta Poised to Overtake Google in Global Ad Revenue by 2026
Meta Platforms is poised to surpass Google in global ad revenue and market share by 2026, according to Emarketer's forecasts released on April 14, 2026. Meta will reach $243.46 billion in net worldwide ad revenue in 2026, while Google will lag behind at $239.54 billion.
The shift is a significant milestone for Meta, with the company growing at an 'unprecedented rate' of 22.1% in 2025 and projected to accelerate further in 2026. Max Willens, principal analyst at Emarketer, noted that Meta's core strategies have been validated by this growth.
The report highlights Meta's use of artificial intelligence (AI)-driven behavioral signals to improve ad performance across Facebook and Instagram. This approach has helped the company recover and grow following privacy changes like Apple's iOS update.