Mastercard has completed its takeover of McDonald’s personalisation platform Dynamic Yield.

The payments provider said the move would strengthen its existing engagement and loyalty services.

Dynamic Yield currently serves 400 brands to help deliver personalised consumer experiences via individualised product recommendations, offers, and content based a number of factors, including past purchases, page views and customer affinity profile information.

“Every day, we safely connect billions of people with their favourite merchants, brands and banks all around the world. Undoubtedly, consumers are hungry for highly relevant, right-place, right-time experiences,” said Raj Seshadri, president of data & services, Mastercard. “We’re delighted to welcome the talented Dynamic Yield team to Mastercard.

“Together, we’ll extend our consumer engagement services to meet that demand and help more brands create stronger connections across channels.”

Dynamic Yield will join Mastercard’s Data & Services organisation, which has over 2,000 data scientists, engineers and consultants that serve customers in over 70 countries.

The company was previously bought by McDonald’s in 2019, with its technology being implemtned into McDonald’s drive-thrus and ordering kiosks in several markets around the world.

Together with Mastercard, we can put the notion of one-size-fits-all marketing in the rear view for good,” said Ori Bauer, Dynamic Yield chief executive. “Consumers are seeking truly personalised experiences, and brands that don’t adapt risk being left behind.”

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