• by Ray Schultz , April 4, 2022

Mastercard has closed its acquisition of personalization platform Dynamic Yield from McDonald’s.

Dynamic Yield was acquired by McDonald’s in 2019, and integrated its decision technology into McDonald’s drive-thrus and ordering kiosks in several markets worldwide. 

McDonald’s plans to further scale and integrate Dynamic Yield’s capabilities globally and across order channels.

Dynamic Yield -- which has teams in Tel Aviv, New York City and other locations -- helps more than 400 brands deliver personalized customer experiences, it says.  

The company is now part of Mastercard’s Data & Services organization, which employs over 2,000 data scientists, engineers and consultants.

Among Dynamic Yield’s services is Experience Email, a platform-agnostic personalization tool based on AI and predictive algorithms. It features a drag-and-drop editor, product recommendations using Dynamic Yield’s AdaptML tool and affinity-based personalization and contextual capabilities.

The combined firms hope to we “put the notion of one-size-fits-all marketing in the rearview for good,” states Ori Bauer, Dynamic Yield CEO.