Meta Platforms, the company behind Instagram and Facebook, is expected to earn more money from digital advertising than Google by 2026, according to a report by Emarketer.
The report says Meta’s advertising revenue could reach $243.46 billion in 2026, slightly higher than Google’s expected $239.54 billion. This would mark a major shift in the online advertising space, where Google has been a long-time leader.
Why Meta is Growing Faster
Meta’s rapid growth is linked to its new advertising tools, especially its Advantage+ system, which helps businesses create and manage ads more easily. These tools also help companies get better results from their advertising spending.
“In surpassing Google, Meta has essentially had many of its core strategies validated,” said Max Willens, principal analyst at Emarketer.
Google Still Strong but Growing Slower
Google remains one of the biggest players in digital advertising, but its growth is expected to be slower than Meta’s. The company is also focusing on other areas, such as YouTube Premium subscriptions, which means it is not relying only on advertising.
According to the report, Meta’s growth rate is expected to increase to 24.1 per cent in 2026, while Google’s growth will remain around 11.9 per cent.
Competition in Social Media Advertising
Meta is also expanding its advertising business by placing ads on platforms like WhatsApp and Threads. At the same time, Instagram Reels is competing with TikTok and YouTube Shorts in the short video market, which is becoming one of the most important areas for digital advertising.
Big Tech Dominates Advertising
The report shows that most advertising money is going to large technology companies. Smaller platforms like Snap and Pinterest are more affected when companies reduce their advertising budgets.
By 2026, Meta, Google and Amazon are expected to control more than 60 per cent of global digital advertising spending.
What This Means
The findings show that Meta is becoming a stronger force in digital advertising, especially with its focus on automation and social media platforms. While Google remains powerful, the competition between the two companies is expected to increase in the coming years.
Credit: Reuters
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