Meta is on track to surpass Google in global digital advertising revenue for the first time in 2026, according to forecasts from research firm eMarketer.
The parent company operates major social and communication platforms including Facebook, Instagram, WhatsApp, Messenger and Threads.
eMarketer predicts that in 2026, Meta is projected to generate approximately A$375 billion (US$243.46 billion) in net worldwide ad revenue, narrowly ahead of Google’s A$369 billion (US$239.54 billion).
Meta’s share of global digital ad spend is forecast to reach 26.8 per cent in 2026, slightly ahead of Google’s 26.4 per cent, while its growth rate is expected to accelerate to 24.1 per cent, compared with Google’s 11.9 per cent.
In a statement to B&T, Will Easton, vice president Meta Australia and New Zealand, said: “We continue to see strong momentum across Meta’s Australia and New Zealand business.”
“We’re focused on helping advertisers and agencies of all sizes use our products and services to drive growth, both at home and in international markets,” he said.
“As marketers’ needs evolve, we’re investing in the tools that help businesses reach the right customers, measure what works, and turn performance into long-term brand value across our platforms. We’ll keep working closely with our partners across ANZ to help them unlock new opportunities and deliver results.”
The broader digital advertising market remains highly concentrated. Amazon is forecast to rank third, with ad revenue rising to A$127 billion (US$82.07 billion) in 2026, up from A$106 billion (US$68.64 billion) in 2025. Together, Meta, Google and Amazon are expected to account for more than 62% of global digital ad spend, according to eMarketer forecasts.
eMarketer attributes Meta’s continued momentum to stronger performance across its short-form video ecosystem, particularly Reels, alongside increased adoption of AI-driven advertising tools such as automated campaign optimisation and creative generation through systems like Advantage+. These tools have improved ad targeting efficiency and boosted advertiser returns, supporting stronger demand across Meta’s platforms.
Google continues to rely heavily on search and YouTube advertising, but faces growing competition as users shift product discovery toward social feeds, retail media platforms and AI-assisted discovery tools.
Overall, eMarketer forecasts point to a tightening race at the top of the digital advertising market, with Meta closing the gap on Google as automation and video-led ad formats reshape industry growth.
Google declined to comment on the forecasts.
