Last month, McDonald’s announced its largest acquisition in 20 years. Yet the $300 million purchase of Dynamic Yield was notable for another reason: It legitimizes outdoor as a two-way medium for ad messages and delivers personalization at scale.

Simply put, McDonald’s, long a leader in outdoor advertising, has signaled that the space will be used for creating a dialogue between consumers and brands. The purchase lets McDonald’s vary its electronic display of items and DOOH network for walk-up or drive-thru customers based on the weather or consumer demand. For any franchisee who has ever mused that a product or service would be a perfect day for certain promotions then this purchase gives hope that they might be able to switch to promoting ice cold drinks when the temperature rises or hot chocolate on inclement days. But more importantly, it also connects that in-the-moment message to all other data-driven consumer engagements in both paid media and in-store messaging.

Click here or on the image to read the rest of this story on Adweek.