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In this environment, for Aon, 2024 was a year of tremendous progress across all three pillars of our three-by-three plan: risk capital and human capital; Aon client leadership, and Aon Business Services, three commitments we're delivering over a three-year period. billion in debt and returned $1.6 Third, we paid down $2.1 times to 3.4
For 3D Systems, we leverage our unmatched application engineering expertise and depth and breadth of technology and our global footprint to focus on strategic industries such as the ones shown on this slide. The increase was mostly driven by professionalservices spend and partially offset by our cost initiatives during the year.
We're leaning into areas where the return on investment is the strongest, specifically large transactions and our best industry verticals. Professionalservices revenue was $33.5 As we stated previously, professionalservices revenue can fluctuate quarter to quarter due to the timing of large projects.
Third, we will democratize access to agents by leveraging our low-code platform that is already known to automation developers. It also reduces long-term total cost of ownership within a supportable governable approach that moves custom code to the automation layer and faster implementation by leveraging a prebuilt solution accelerators.
These ones are the result of having our products available on a single integrated platform, and we are excited to deliver an enhanced omnichannel experience for consumer lending in the spring, further leveraging the technology we acquired in the SimpleNexus transaction. Professionalservices revenues were $17.2
These required significant investment and the markets have not seen the growth in profitability we had expected over the past several years. We see an opportunity to shift these resources toward strategic areas that have a higher potential return on investment, and we continue to drive toward our goal.
Now, that relates to all types of things, what order to do the Veeva applications, how best to do the Veeva applications, what new Veeva applications, how to leverage AI with the Veeva data. So, what's driving customers to come to us is just increased -- it's return on investment. Just a question on professionalservice.
Instead, our teams will leverage behavioral analysis, machine-learning operations, and our unique metadata telemetry to protect them. We introduce this service because we know security teams are stretched thin, and MDDR builds upon automation enabled by the SaaS platform and maximizes their return on investment.
Marketing budgets must be tied to measurable outcomes that generate a strong verifiable return on investment, which Zeta delivers. The agency can leverage our data cloud and intelligence to build higher ROI campaigns in fiber walled garden. times to five times leverage. So productivity continues to be in our favor.
And some of the organizations that went live on Dayforce in Q3, a leading global customer service organization with 82,000 employees in 45 countries expanded its current Ceridian partnership by adding employees in Kenya on the Dayforce for core HR, time and attendance, recruiting, onboarding and self-service. in fiscal year '22.
It leverages existing templates and uses AI to generate images, body content, subject lines, and content blocks, reducing iteration cycles and accelerating campaign deployment. Leverage in other areas of our operating expenses resulted in our 16th straight quarter of expanding adjusted EBITDA margins year over year. Creative agents.
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