Mastercard to Acquire Dynamic Yield

Mastercard will acquire McDonald's personalization platform and decision engine company, Dynamic Yield. Financial terms of the deal were not 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.

With Dynamic Yield's technology, Mastercard will be able to help its customers and partners meet consumers' growing demand for a more personalized experience, no matter where they shop or do business. The creation of a unified consumer engagement and loyalty hub will further extend the value of Mastercard's network to deliver digital services for payments and beyond.

McDonald's purchased Dynamic Yield in 2019. Under McDonald's ownership, Dynamic Yield doubled its revenue and expanded its customer base across verticals. The technology has been an important component of McDonald's Accelerating the Arches growth strategy under which it also prioritized improving ordering experiences, introduced a global loyalty program, and expanded its delivery footprint.

The acquisition by Mastercard will strengthen synergies across McDonald's digital engagement experiences powered by the SessionM merchant loyalty platform and Test & Learn (APT) experimentation software. In addition, McDonald's plans to further scale and integrate Dynamic Yield's capabilities globally and across ordering channels.

"The notion of going into a store or opening a webpage to find an experience perfectly tailored to you is no longer far-fetched. It's a reality that more brands are deploying and more consumers expect. 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," said Raj Seshadri, president of data and services at Mastercard, in a statement.