Mark Zuckerberg-led Meta is set to surpass Sundar Pichai-led Google in terms of digital advertising revenue for the first time, according to Emarketer estimates. Meta is expected to hit $243.46-billion net ad revenues and command 26.8% market share in 2026, with Google reaching $239.54-billion revenue and 26.4% market share. Last year, Google was ahead of Meta by nearly $18 billion.