In today’s Digest, we cover Meta set to overtake Google in ad revenue for the first time, Publicis marking its 20th consecutive growth quarter despite momentum slowing, and Freely launching FAST ‘Spotlight Channels’.

Meta to overtake Google in ads for the first time

Meta is poised to overtake Google as the world’s largest digital advertising company in 2026, according to new forecasts from eMarketer. The firm projects Meta will generate USD$243.46bn (£192.3bn) in global ad revenues this year, surpassing Google’s expected USD$239.54bn (£189.2bn). This reverses last year’s ranking when Google led with USD$214.06bn (£169.1bn) compared to Meta’s USD$196.17bn (£155.0bn). 

In terms of market share, Meta is also expected to pull ahead with 26.8% of global digital ad spend, overtaking Google’s 26.4%, as its growth accelerates sharply while Google’s expansion remains comparatively steady. 

Meta’s growth is being driven by performance improvements across its ecosystem, including AI-powered tools and automated ad solutions that are boosting returns for advertisers across Facebook and Instagram, with Reels emerging as a key contributor. 

Publicis marks 20th growth quarter

Publicis Groupe has reported its 20th consecutive quarter of growth, posting 6.4% gross revenue growth to USD$4.8bn (£3.79bn) and 4.5% net revenue growth to USD$3.9bn (£3.08bn) in Q1 2026, slightly down from 4.9% last year. The company reaffirmed its full-year guidance of 4–5% net revenue growth, with 86% of revenues now coming from AI-powered services, underlining the central role of AI in its business model.  

Despite continued growth, signs of slowing momentum are emerging, with quarterly gains easing compared to the stronger performance seen throughout 2025. Still, Publicis is outperforming key rivals, including WPP, which recently reported a 6.9% revenue decline, and Omnicom Group, which is focused on cost-cutting following its acquisition of IPG. 

Freely launches FAST ‘Spotlight Channels’

Freely has introduced ‘Spotlight Channels’, a new feature enabling connected TV (CTV) operating system partners to embed their own free ad-supported streaming TV (FAST) channels within Freely’s live TV guide. The move expands the platform’s unified interface designed to replicate traditional linear TV through IP delivery by allowing partners to add up to 11 FAST channels in designated slots, with V (formerly VIDAA) signed on as a launch partner. Its channels will appear on Hisense TVs later this year, offering partners new monetisation opportunities through advertising while promoting their own distributed content within Freely’s ecosystem.

The initiative reflects a broader strategic push by Freely to balance collaboration and competition with CTV operating systems as the industry shifts toward fully IP-delivered television. While Freely aims to maintain control of the linear viewing experience in a streaming-first future, OS providers continue to prioritise their own FAST platforms, creating tension over distribution and prominence.