"Meta's global ad revenue growth is projected to accelerate to 24.1% this year, up from 22.1% in 2025, while Google's growth rate is expected to hold flat at 11.9%. This shift indicates a significant change in the competitive landscape of digital advertising."
"According to Max Willens, a principal analyst at Emarketer, Meta's strategy of waiting to monetize platforms like Reels and Threads until they developed strong user bases demonstrates 'incredible patience' and has paid off with increased ad revenue."
"Reels watch time in the U.S. climbed more than 30% year over year in the most recent quarter, attributed to Meta's AI recommendation system, which has created more inventory for ads and is expected to drive significant revenue growth."
"Google's slice of the U.S. search ad market is projected to dip to 48.5% this year, marking the first sub-50% reading in over ten years, indicating increasing competitive pressure from companies like Amazon."
Meta's net ad revenue is expected to reach $243.46 billion in 2023, surpassing Google's $239.54 billion. This marks the smallest gap in 14 years of tracking. Meta's growth rate is projected to accelerate to 24.1%, while Google's remains flat at 11.9%. The success of Meta's Reels format and AI tools has attracted more advertisers. Google's ad market share is declining, dipping below 50% for the first time in over a decade, facing competition from Amazon and others.
Read at Quartz
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