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McDonald’s eyes drive-thru screens as retail media inventory

The Drum’s Kristina Kaganer reports that McDonald’s is turning its drive-thru screens into advertising inventory as part of a broader retail media push, raising the question of what value customers actually get back.

Why it matters. Retail media networks that monetize customer-facing screens without a visible consumer benefit risk a backlash that forces brands to redesign their ad formats.

Signal from thedrum.com · Kristina Kaganer · read the original.

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