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McDonald's Sets Out DMP Plans

  • The Drum, Tuesday, November 24, 2015 6:27 AM

McDonald's is taking more ownership of its customer data with a sharper focus on creating a holistic customer view so it can shift towards an audience-led media trading strategy, instead of simply buying spots across platforms and devices. Better use of its own data, a potential data management platform (DMP) and richer econometric modelling are just three ways the restaurant chain is deepening its audience targeting, with 2017 earmarked as the year McDonald's media plan will come to fruition.  

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