Independent retail media analyst Andrew Lipsman said that $1 billion is “a credible opportunity” for McDonald’s because of the chain’s large physical footprint.
“For McDonald’s, they have a massive in-store network of 14,000 stores to work with—that’s more than almost any U.S. retailer,” he said. “McDonald’s also gets a lot of foot traffic and drive-thru traffic, so there’s plenty of scale that’s attractive to national advertisers.”
McDonald’s also already has a steady stream of commercial partnerships to build ad revenue off of, like Netflix and Disney.
“I’m not overly optimistic about a lot of the commerce media networks out there right now, but McDonald’s is one that I think will work out,” Lipsman said.
