By: Cara Hathaway & Fariba Zamaniyan 2024 marked a year of significant change in the advertising space, with several notable shifts that have set the stage for 2025. The industry saw a move from endemic content to non-endemic advertisements and a transition to a different model with retail media networks (RMNs) led by power houses such as Amazon and Walmart, leveraging the value of first-party data within individual walled ecosystems. The advertising industry is experimenting with what works in a more connected environment and finding its footing. Alongside these industry-wide changes, there has been an increased tolerance for ads among consumers. This shift in sentiment has been one of the most notable changes, with more brands evaluating this tolerance and driving momentum in an advertising-centric era. Another major trend this year was the pervasive influence of artificial intelligence (AI). While its impact continues to be significant, it is not the…