Meta will surpass Google in ad revenue this year, new industry data shows

In a world supported by digital ad dollars, Meta may soon be king. The Instagram owner’s net digital ad revenues are expected to hit $243.5 billion in 2026, surpassing Google’s projected $239.5 billion, according to new data from eMarketer.

The shift is happening as Big Tech companies including Meta and Google are increasing their spending on AI in hopes that AI will grow their top and bottom lines.

On the company’s last earnings call, Meta CFO Susan Li credited AI with driving performance gains, and said that growth will continue: “We expect the set of investments we're making in 2026 will enable us to drive further gains as we continue to integrate AI across all layers of the marketing and customer engagement funnel.”

“In surpassing Google, Meta has essentially had many of its core strategies validated,” said Max Willens, principal analyst at Emarketer. “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.”