Mastercard acquires digital tech startup from McDonald’s

The terms of the agreement were not disclosed


Mastercard acquires digital tech startup from McDonald’s. Source:

Mastercard has announced the acquisition of McDonald’s state-of-the-art personalization platform and decision engine company, Dynamic Yield.

Dynamic Yield’s technology is a natural addition to Mastercard’s existing suite of services that help brands deliver more effective and trusted customer experiences across channels.

According to the press release, Dynamic Yield delivers individualized product recommendations, offers, and content based on a range of factors.  They include past purchases, page views, time of day, current store traffic, and trending products.

The SaaS platform uses advanced AI and other technologies to support 400+ brands across the retail, financial services, travel, and restaurant industries, among others.

The notion of going into a store or opening a webpage to find an experience perfectly tailored to you is no longer farfetched. It’s a reality that more brands are deploying and more consumers expect. With Dynamic Yield’s expertise and our scale and relationships, we’ll be able to bring the connections between the end consumer and our customers to new heights
Raj Seshadri, President of Data & Services, Mastercard

With Dynamic Yield’s technology, Mastercard will be able to help its customers and partners meet consumers’ growing demand for a more personalized experience.

This builds on the company’s long track record of providing data-driven loyalty, analytics and marketing services, rooted in focused data responsibility principles. This includes the SessionM merchant loyalty platform and Test & Learn (APT) experimentation software.

McDonald’s purchased Dynamic Yield in 2019, becoming one of the first brands to integrate decision technology into its restaurants. To date, Dynamic Yield’s technology has been deployed to McDonald’s drive-thrus and ordering kiosks in several markets around the world.

The transaction is anticipated to close in the first half of 2022, with the strength and talent of the extended Dynamic Yield team ensuring consistency for its customers throughout the process. Upon close, currently chief technology officer Ori Bauer will take the helm as CEO. Liad Agmon, the current CEO, will stay on in an advisory capacity.

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