Google Ads vs Outbrain:Which is more popular?
In September 2026, Google Ads had more branded searches than Outbrain among retargeting platforms worldwide. Google Ads had about 5 million branded searches, while Outbrain had 8,100. Google Ads made up 83.6% of all retargeting platform searches we track, and Outbrain accounted for 0.13%. When we asked ChatGPT and Google AI Overviews about retargeting platforms, Google Ads appeared in all five answers and Outbrain in none.
Who do people search for more?
Google Ads, about 622 searches for every 1 for Outbrain
Who does AI mention more?
Google Ads, mentioned in every answer we collected
Who does AI recommend more?
Google Ads, the only one of the two named
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Top retargeting platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Google Ads appeared in all five answers. Outbrain did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Google Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Meta Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Criteo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
AdRoll5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
LinkedIn Ads3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Taboola0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
RTB House0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Outbrain0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Perfect Audience0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about retargeting platforms
5 answers
Asked ChatGPT
“Which retargeting platform should I use?”
Asked ChatGPT
“What are the best retargeting platforms?”
Asked ChatGPT
“What's the best retargeting platform for an ad team?”
Searched Google, AI Overview
“retargeting software”
Searched Google, AI Overview
“best retargeting platform”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Google Ads or Outbrain more popular in search?
This chart shows how often people search Google for Google Ads and Outbrain by name. Each line represents a brand's share of searches for all nine retargeting platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Google Ads, Outbrain. The figures are in the table below the chart.
View monthly share of searches table
| Month | Google Ads | Meta Ads | LinkedIn Ads | Taboola | Criteo | RTB House | Outbrain | AdRoll | Perfect Audience |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 84.3% | 11.3% | 1.2% | 1.2% | 1.2% | 0.25% | 0.3% | 0.2% | <0.01% |
| Nov 2025 | 86.5% | 9.5% | 1% | 1.3% | 1% | 0.21% | 0.31% | 0.17% | <0.01% |
| Dec 2025 | 87.1% | 9.5% | 0.86% | 1% | 0.86% | 0.17% | 0.26% | 0.14% | <0.01% |
| Jan 2026 | 85% | 11.3% | 1% | 1% | 1% | 0.2% | 0.25% | 0.17% | <0.01% |
| Feb 2026 | 85% | 11.3% | 1% | 1% | 1% | 0.2% | 0.25% | 0.17% | <0.01% |
| Mar 2026 | 82.7% | 13.5% | 1.2% | 0.99% | 0.99% | 0.2% | 0.24% | 0.17% | <0.01% |
| Apr 2026 | 82.9% | 13.5% | 1% | 1% | 1% | 0.2% | 0.24% | 0.14% | <0.01% |
| May 2026 | 83.1% | 13.6% | 1% | 1% | 0.82% | 0.16% | 0.2% | 0.11% | <0.01% |
| Jun 2026 | 83% | 13.5% | 1% | 1% | 1% | 0.16% | 0.2% | 0.11% | <0.01% |
| Jul 2026 | 83% | 13.5% | 1% | 1% | 1% | 0.16% | 0.2% | 0.11% | <0.01% |
| Aug 2026 | 80.8% | 16.1% | 0.79% | 0.97% | 0.79% | 0.19% | 0.16% | 0.11% | <0.01% |
| Sep 2026 | 83.6% | 13.7% | 0.82% | 0.82% | 0.67% | 0.16% | 0.13% | 0.09% | <0.01% |
How has the Google Ads and Outbrain comparison changed over the last 12 months?
3 findings
- Google Ads was ahead of Outbrain in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Google Ads’ share of searches among retargeting platforms worldwide moved from 84.3% to 83.6%, and its estimated monthly branded searches moved from 4.1M to 5M.
- Across the 12 months ending September 2026, Outbrain’s share of searches among retargeting platforms worldwide moved from 0.3% to 0.13%, and its estimated monthly branded searches moved from 14.8K to 8.1K.
How did search popularity change for retargeting platforms worldwide in September 2026?
2 changes
In September 2026, Google Ads gained share of searches among retargeting platforms worldwide, from 80.8% to 83.6%.
Estimated monthly branded searches for Outbrain worldwide fell 45.3% over 12 measured months, from 14.8K to 8.1K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Google Ads’ and Outbrain’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Google Ads
2 branded search terms
- google ads
- googleads
Outbrain
1 branded search term
- outbrain
Other head-to-heads among retargeting platforms
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