Media is being redefined by dynamic changes in consumer behavior, algorithms, and revenue models. From the convergence of social media, commerce and streaming, to the influence of AI on media quality, and retail media and fee transparency, knowing where to focus might be the greatest challenge for marketers looking to drive greater ROI. In this keynote, R3 explores trends that will shape how media is defined and valued in 2025 and what this means for the industry at large.