According to market research firm eMarketer (USA), Meta's global net advertising revenue could reach 243.46 billion USD, higher than Google's expected 239.54 billion USD.
This is seen as the result of a strategy focused on digital advertising and effective optimization tools.
One of the main drivers is the Advantage+ automatic advertising toolkit, which simplifies the campaign setup process and improves investment efficiency for businesses.
According to experts, the ability to optimize with data and artificial intelligence is helping Meta gain a clear advantage.
Max Willens, an analyst at eMarketer, said that surpassing Google shows that Meta's core strategies are clearly effective in an increasingly fierce competitive environment.
Meta's advertising revenue growth rate is forecast to reach 24.1% this year, higher than the 22.1% of 2025.
Meanwhile, Google maintained a stable increase of about 11.9%, showing that the gap is gradually widening.
In addition, Meta is strongly expanding its advertising ecosystem, including deploying ads on WhatsApp and Threads, while promoting short video content on Instagram Reels to compete with TikTok and YouTube Shorts.
Meanwhile, although Google has additional revenue from services such as YouTube Premium, business diversification makes it difficult for the advertising segment to maintain outstanding growth rates like Meta.
Experts also believe that in the context of geopolitical instability, advertising budgets tend to focus on large platforms. This makes smaller companies like Snap or Pinterest more vulnerable.
According to forecasts, by 2026, three technology giants including Google, Meta and Amazon will account for 62.3% of total global digital advertising spending, continuing to consolidate their market dominance.
