Meta surpasses Google for the first time in advertising spending

According to a recent report, Google, Meta, and Amazon account for 62.3% of global digital advertising spending, thanks to their vast amount of first-party data, reach, and integration of artificial intelligence. Amazon, in particular, is expected to represent 9% of global advertising revenue by 2026, increasing its earnings from $68.64 billion in 2025 to $82.07 billion in the following year.

Meta beats Google

In second place in the market, ByteDance, the parent company of TikTok, expects to reach 7.9% of the advertising market, with 4.8% of that percentage coming from its popular app TikTok. Microsoft will position itself with 2.1%, largely thanks to LinkedIn, while Apple will hold a modest 1.6% of digital advertising revenues. Together, other platforms like Walmart, Snapchat, Pinterest, Reddit, and X will only represent 2.4% of the total, highlighting the high concentration among the major players in the sector.

Meta has improved its advertising performance through automation and the growth of its ecosystem, making it favorable for advertisers. Experts like Max Willens from Emarketer point out that for many advertisers, the question is not whether they should invest in Meta’s apps, but how much they should spend on them. Despite a recent ruling against Meta and Google related to the psychological effects of social media use, it is expected that this will not significantly impact the growth of these platforms, as legal decisions often take years to conclude.

Globally, a growth of 10.4% in advertising is projected, reaching a figure of 1.320 billion. However, events such as the war in Iran could lead to a loss in growth estimated at nearly $100 billion over a two-year period.