Of all advertising money spent in the world, over a quarter is estimated to end up as Google's revenue. The figure of which the quarter is taken by Google includes absolutely all ad sales worldwide - including ad space in print newspapers, street advertising, and TV advertising.
But according to estimates, Google is about to lose its top spot, according to an estimate by the analytics company eMarketer. eMarketer's analysis states that Meta's ad revenue is going to surpass Google's by end of this year.
Google would lose its position in the United States and also globally.
According to their estimate, Meta's ad revenue level for 2026 would be 243 billion dollars (appx. 207 billion euros) and Google's corresponding figure would be approximately 240 billion dollars (appx. 205 billion euros).
The gap would be widening significantly in Meta's favor in the coming years, as the same estimate predicts 316 billion dollars in ad revenue for Meta by 2028, with Google reaching 298 billion dollars in ad revenue.
Google's figures thus include all advertising platforms owned by its parent company Alphabet, i.e., in addition to Google, also YouTube. Meta's package includes Facebook, Instagram, Threads, and WhatsApp.
As reasons for Meta's success, the analysis estimates its more successful AI strategy: the company offers ready-made AI tools for advertisers, with which ads can be easily customized for different target audiences. In addition, Meta has built a more efficient automation pipeline than Google for ad creation, modification, and tracking. Instagram and Facebook Reels-type video ads have been a major factor in Meta's ad revenue growth.
After the two giants, the world's third-largest ad seller remains - somewhat surprisingly for many - Amazon, which primarily makes money by selling placement to advertisers in its own online store.
Written by: Petteri Pyyny @ 24 Apr 2026 13:48
