That Google is the queen of online advertising is one of the great constants of the Internet, but everything indicates that the reign is approaching its end. If the predictions come true, for the first time in history, Meta will be the company that generates the most advertising revenue.
Projections. At the moment the surprise has not occurred, but the projections of the advertising analysis firm Emarketer are clear: Meta is going to snatch the throne of online advertising from Google in 2026. Specifically, they project that Meta will earn 243.46 billion dollars from advertising, while Google will earn 239.54 billion.
Why is it important. Google’s dominance in the online advertising market was absolute. In fact, that domain has been in the regulators’ crosshairs for years and It has become very expensive for Google. Meta’s surprise, although not by a huge difference, is confirmation that the internet has been reconfigured with social networks and that the cake is much more distributed. Considering that Google has built its empire on the foundation of online advertising, it is even more relevant.
The Meta Boost: AI. Meta has a portfolio of products with millions of users such as Instagram, Facebook, Threads and WhatsApp. According to Emarketer, the company has been “incredibly patient” in building solid usage habits in its user base before introducing ads. But what has caused this acceleration has been the integration of AI in content recommendation systems. This has allowed them to increase the viewing time of Reels by 30%, which translates into more advertising and therefore more income, specifically they are expected to reach the 50,000 million only with Reels.
Goal Advantage+. It is the suite with AI that Meta offers advertisers. In addition to offering the platform to advertise, Meta also provides a ton of tools ranging from advertising actions to the creation of the ads themselves with generative audio, text and video AI. According to the brand’s results, revenue from video generation reached $10 billion in the last quarter of 2025.
It was seen coming. It is not something that happened overnight, but rather The change has been in the works for years.. The displacement of searches was moving to other specialized platforms such as Amazon, Instagram or TikTok. With the emergence of AI, the landscape has become even more fragmented: with chatbots that provide answers to many user queries without us going through the classic search engine. Google is no longer the ‘default’ when doing a search, especially for younger generations who prefer audiovisual content.
OpenAI enters the business. A few days ago we talked about OpenAI’s ambitious plans for its newly launched advertising business. The company hopes that, by 2030, they will have generated $100 billion with ads on ChatGPT, that’s nothing. It is still a much smaller amount than those managed by Meta or Google in a year, but it is enough for the impact to be noticeable. With social networks the exodus of searches began and perhaps we are facing the second great displacement. Time will tell.
Image | Xataka, with Gemini
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