Meta is expected to overtake Google for total digital ad revenues by the end of this year, according to the latest forecasts from Emarketer. The social media company is forecast to capture 26.8% of worldwide ad spend in 2026, with $243.46 billion in net worldwide ad revenues, ahead of Google at $239.54 billion.
“Meta’s growth is not coming from just one source,” said Zach Goldner, senior forecasting analyst at Emarketer. “Instead, it’s unlocking more value across its entire ecosystem at the same time. Tools like its Advantage+, AI-generated ad creatives, and its broader automation stack are improving performance across both Facebook and Instagram, with Reels being a big beneficiary. As a result, advertisers are getting better bang for their buck, and that’s pulling more ad dollars onto the platform.”
Max Willens, principal analyst at Emarketer said, “Meta has long understood that scale, network effects and habits are more important than anything else in digital media. It has carefully built and defended the advantages it has in all three areas. For the vast majority of advertisers, the question is not whether they should spend money on Meta’s apps – the question is how much they should spend,” Willens said.
From A-Z at number three
Amazon comes in a distant third place, earning $68.64 billion in worldwide ad revenues in 2025, growing to $82.07 billion in 2026 and $97.07 billion in 2027. Amazon’s share of global digital ad spending will reach 9.0% in 2026, up from 8.0% in 2024.
The three platforms will represent 62.3% of total worldwide digital ad spending in 2026 and will increase that share slightly through 2028.
“The consolidation of digital ad dollars around Google, Meta, and Amazon reflects a compounding advantage of first-party data, AI integrations and audience reach,” said Drew Spink, senior forecasting analyst at Emarketer. “Smaller platforms and traditional media can’t replicate these capabilities in comparable cost or speed and, as a result, incremental budgets continue to flow in that direction.”
Steve is an award-winning editor and copywriter with more than 20 years’ experience specialising in consumer technology and video games. With a career spanning from the first PlayStation to the latest in VR, he's proud to be a lifelong gamer.
