CNBC · 23 Sep, 18:39 · Business briefing

Why McDonald's is following Walmart and Amazon into the advertising business

McDonald’s is expanding its advertising capabilities, mirroring strategies adopted by retail and tech giants like Walmart and Amazon.

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The briefing

The story
in brief.

What happened, who it affects, and why it landed on our intelligence desk — in plain English, sixty seconds or less.

McDonald’s is expanding its advertising capabilities, mirroring strategies adopted by retail and tech giants like Walmart and Amazon. This shift involves leveraging vast consumer data to target customers more precisely, effectively competing with traditional media buyers. By internalising ad operations, the fast-food chain aims to capture greater value from its marketing spend and enhance customer engagement through personalised campaigns. This move highlights a broader trend where non-tech corporations utilise proprietary data assets to become significant players in the digital advertising ecosystem, challenging established norms in media buying and brand promotion.

Employer demand for Digital Marketing skills — indexed growth since 2019
Indicative index of skill mentions in professional job postings for the field this story moves (2019 = 1)

Your move

What this means
for your career.

Every headline redistributes opportunity. Here is who this one rewards — and how to be on the right side of it.

This shift signals that data-driven advertising is no longer exclusive to tech firms. You should prioritise skills in digital analytics and programme buying to remain relevant. Professionals in marketing must understand how to leverage first-party data for targeted campaigns, while those in operations should focus on integrating customer insights into broader business strategy. Smart practitioners will upskill in conversion rate optimisation and CRM analytics to demonstrate tangible ROI. If you work in hospitality or retail, pay close attention to how competitors are monetising customer data. Adapt by mastering tools that bridge marketing and sales, ensuring you can translate data into actionable growth strategies rather than relying solely on traditional brand awareness tactics.

For this story, the fields that convert it into pay are Digital Marketing, CRM Data Analytics, Conversion Rate Optimisation and Strategic Marketing — exactly the programmes matched below. The chart shows the indicative salary uplift certified professionals report in each of those fields; every one of them is a click away, from £79, finishing in as few as 20 days.

Indicative salary uplift in the fields matched to this story
Indicative ranges from published continuing-education salary studies, by field — each field is a recommended course below

Matched to this story

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