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eMarketer: Meta to overtake Google in global digital ad revenues in 2026
eMarketer has published a forecast projecting Meta's global net ad revenue at $243.46 billion in 2026, ahead of Google's $239.54 billion: the first time Meta is forecast to lead globally. Meta's year-on-year growth rate is 24.1%, roughly double Google's 11.9%.
What changed
Amazon sits third at $82.07 billion (9% share). Together, the three platforms will represent 62.3% of total worldwide digital ad spending. The shift is attributed to Meta's AI-driven recommendation systems, which convert passive browsing into actionable advertising signals: capturing commercial intent before it crystallises into search.
Why it matters for advertisers
For you, this means the relative budget allocation between search and social is changing at scale: a structural signal worth factoring into how you present channel-mix recommendations and justify media-mix decisions to clients and stakeholders.
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eMarketer: Meta to overtake Google in global digital ad revenues in 2026
eMarketer has published a forecast projecting Meta's global net ad revenue at $243.46 billion in 2026, ahead of Google's $239.54 billion: the first time Meta is forecast to lead globally. Meta's year-on-year growth rate is 24.1%, roughly double Google's 11.9%. Amazon sits third at $82.07 billion (9% share). Together, the three platforms will represent 62.3% of total worldwide digital ad spending. The shift is attributed to Meta's AI-driven recommendation systems, which convert passive browsing into actionable advertising signals: capturing commercial intent before it crystallises into search.
For you, this means the relative budget allocation between search and social is changing at scale: a structural signal worth factoring into how you present channel-mix recommendations and justify media-mix decisions to clients and stakeholders.
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