Mastercard to Buy McDonald's Dynamic Yield

Mastercard has agreed to acquire McDonald's personalization platform and decision engine company, Dynamic Yield. Terms of the deal have not been disclosed.

Dynamic Yield delivers individualized product recommendations, offers and content based on a range of factors, including past purchases, page views, time of day, current store traffic and trending products. The platform uses advanced AI and other technologies to deliver experiences at every customer touchpoint - web, apps, e-mail, kiosks, IoT, and call centers - and it can be used for launching new personalization campaigns, running A/B tests, product and content recommendations, and employing algorithms for triggered push notifications.

Founded in 2011 by Liad Agmon and Omri Mendellevich, US and Israel-based Dynamic Yield was then sold to fast food retailer McDonald's eight years later to drive personalization across the latter's 37,000 restaurants in more than 120 markets around the world. Dynamic Yield's technology will now be added to Mastercard's existing suite of data-driven loyalty, analytics and marketing services, including the SessionM merchant loyalty platform and Test & Learn (APT) experimentation software.

The transaction is expected to close in the first half of 2022, when current Chief Technology Officer Ori Bauer (pictured) will become Dynamic Yield CEO, and Agmon will stay on in an advisory capacity. Raj Seshadri, Mastercard's President of Data & Services comments: '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'.

Web sites: www.mastercard.com and www.dynamicyield.com .