Emarketer projects Meta will unseat Google as the world’s top digital ad platform by the end of 2026. Meta’s ad revenue growth is accelerating sharply to 24.1% in 2026, up from 22.1% in 2025.

Google, Meta, and Amazon together will capture nearly two-thirds of global digital ad spending this year.

For the first time since the modern digital advertising era began, Meta Platforms is poised to dethrone Google as the global leader in digital ad revenue, according to a new forecast from Emarketer. The research firm predicts that by the close of 2026, Meta will have surpassed Alphabet’s search giant in one of the most lucrative and competitive industries on the planet. The projected shift marks a seismic realignment in the digital economy, ending Google’s long reign at the top.

The engine behind Meta’s ascent is its dramatically accelerating growth rate. Emarketer estimates that Meta’s ad revenue will expand by 24.1% this year, a notable jump from 2025’s 22.1% pace. In contrast, Google’s growth is expected to remain flat at around 11.9%, offering no acceleration to fend off its rival. This divergence in momentum underscores how social platforms, particularly those leveraging short-form video and AI-driven targeting, are capturing increasing shares of marketing budgets once reserved for search.

Even as the battle for the top spot intensifies, the overall market remains highly concentrated. Emarketer notes that Google, Meta, and Amazon are projected to collectively command 62.3% of all global digital ad spending in 2026. That dominance leaves little room for smaller players, while highlighting the growing influence of retail media and social commerce in reshaping how brands reach consumers worldwide.