In the liminal space between hunger and transaction, McDonald's has begun selling something beyond food: the attention of its customers. By testing third-party advertisements on drive-thru digital menu boards, the fast-food giant joins Walmart and Amazon in treating its physical footprint not merely as a place of commerce, but as media real estate. This quiet experiment reflects a deeper transformation in how large institutions understand value — not just in what they sell, but in the moments of human attention they command.