EMARKETER's latest forecast projects Meta will reach $243.46B in net worldwide ad revenues in 2026, edging past Google's $239.54B — the first time Meta has led globally. Meta's ad business is growing at 24.1% versus Google's 11.9%, driven by Instagram Reels, AI-generated creatives via Advantage+, and expanding automation tools. Together with Amazon ($82B), the three platforms will control 62.3% of worldwide digital ad spending.