Mastercard has announced that it will acquire McDonald’s personalisation platform and decision engine company Dynamic Yield.

Dynamic Yield provides individualised product recommendations, offers, and content based on a number of factors, including past purchases, page views, time of day, current store traffic, and trending products.

The software-as-a-service (SaaS) platform, which uses advanced AI and other technologies, is currently used by over 400 brands across retail, financial services, travel and restaurant industries, as well as others.

”The notion of going into a store or opening a webpage to find an experience perfectly tailored to you is no longer farfetched,” said Raj Seshadri, president of data & services, Mastercard. “It’s a reality that more brands are deploying and more consumers expect.
Seshadri added: “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,”

Mastercard said it would use the technology to help its customers and partners meet consumers’ "growing demand for a more personalised experience" and would create a unified consumer engagement and loyalty hub.

McDonald’s bought Dynamic Yield in 2019, becoming one of the first brands to integrate decision technology into its restaurants.

According to Mastercard, under McDonald’s ownership, Dynamic Yield doubled its revenue and expanded its customer base across verticals.

Dynamic Yield’s technology has been rolled out across McDonald’s drive-thrus and ordering kiosks in several markets around the world.

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