The Cannes Lions International Festival of Creativity, where creatives and advertising types meet, is not a media industry event that has ever appealed to Faultline. This year, however, an unusual smattering of invites came our way and piqued some interest; not enough to make a last-minute trip over to the South of France, but enough to pencil it on the events calendar for 2025. This is evidence of the media industry’s tectonic plates shifting around, as content makers and technology companies alike lean inevitably into advertising for monetization. There are deep macroeconomic factors in play here to explain why the media landscape is increasingly leaning into advertising, but we will not dive down that rabbit hole today, but instead focus…