McDonald's launches its own media network to sell advertising space

McDonald's has moved into the advertising industry, launching its own media network in a strategy that mirrors moves already made by retail giants Amazon and Walmart.

The fast-food chain joins a growing number of large consumer-facing companies that have recognised the commercial value of their customer reach and data, turning those assets into a platform for selling advertising to other brands.

Amazon and Walmart built substantial advertising revenues by offering brands direct access to their vast shopper audiences. McDonald's, with its enormous global customer base, appears to be betting that a similar model can work in the quick-service restaurant sector.