Meta is on track to move ahead of Google as the world’s largest digital advertising company, marking a significant shift in a market long dominated by search-based platforms.

Industry estimates suggest Meta’s net advertising revenue could reach around A$375 billion this year, narrowly surpassing Google’s projected A$369 billion. These figures account for revenue after deducting partner pay-outs and content acquisition costs.

Much of Meta’s growth is being driven by its expanding video ecosystem, particularly short-form content. Increased engagement has allowed the company to deliver more targeted advertising, supported by advances in artificial intelligence. AI systems are also improving how ads are created and distributed, contributing to stronger performance across its platforms.

Growth expectations remain high, with Meta’s advertising revenue forecast to rise by about 24.1 per cent this year. By comparison, Google’s growth is expected to remain steady at around 11.9 per cent.

Google continues to rely heavily on search and video advertising, but competition is intensifying. More users are beginning product searches on retail platforms, while newer AI-driven services are reshaping how information is discovered online.

Despite these shifts, the broader market remains concentrated among a small number of players. Meta, Google and Amazon are expected to increase their combined share to over 62.3 per cent, reinforcing their dominance in global digital advertising.