The fast-food restaurant McDonald's has said it wants to improve its online advertising targeting efforts.
Currently it engages in online display advertising, with programmatic advertising accounting for around half of this.
It wants to improve its audience targeting, however, with the type of retailers they shop at and the genre of television they watch being named as particular areas of interest.
To acquire this information, it needs to create a global website which serves multiple markets and integrate a single analytics package. It ultimately wants to build a data management platform (or DMP).
Currently, it has separate websites for separate markets which each collect completely different data sets, making combining data sets and comparing different markets a challenge.
A McDonald's spokesperson has commented on the company's online advertising ambitions, saying: “Once we've got that first party data we will be able to combine that with third party data we're already collecting to create a holistic view of the customer, wherever they are on the internet, that's the goal. But we're not going to get there until 2017 in most places.”Â
