Dynamic Yield - the company behind McDonald's "personalization platform and decision-making engine" - has been acquired by Mastercard. The acquired Software-as-a-Service platform uses advanced AI and other technologies to deliver individualized product recommendations and offers based on past purchases, time of day and trending products, among other factors.
McDonalds introduced Dynamic Yield technology in 2019 to improve its McDrives and takeout restaurant ordering screens. In total, the software company works with more than 400 companies in the retail, financial services, travel and restaurant industries.
Mastercard explains that the acquisition will help its customers and partners meet growing consumer demand for a more personalized experience. The payment technology company also says it can use the SaaS platform to create a unified center for "engagement and loyalty."
According to Raj Seshadri (Mastercard President Data & services), the idea of entering a store or opening a Web page that is completely tailored to you is no longer far-fetched. "It's a reality that more and more brands are deploying and consumers increasingly expect as well. With Dynamic Yield's expertise and our company scale, we can take the connections between the end consumer and our customers to new heights."
