The term "defrag," once associated with optimizing computer storage, now relates to digital advertising, where fragmented channels, budgets, and reports complicate marketing efforts. As third-party cookies phase out, retail and commerce media, leveraging first-party data and closed-loop reporting, offer solutions. A global survey of brands, agencies, retailers, and publishers reveals evolving trends: more investment in retail media (onsite, offsite, and in-store), a shift toward upper-funnel awareness, and increased publisher participation. With third-party cookies fading, partnerships between retailers, brands, and publishers are crucial for growth and new revenue opportunities in 2024.

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