Mastercard (NYSE: MA) has completed its acquisition of Dynamic Yield from McDonald’s. Dynamic Yield— a personalisation platform and decision engine company—strengthens Mastercard’s suite of consumer engagement and loyalty services that help brands deliver more effective and trusted customer experiences across channels.
“Every day, we safely connect billions of people with their favourite merchants, brands and banks all around the world. Undoubtedly, consumers are hungry for highly relevant, right-place, right-time experiences,” said Raj Seshadri, President of Data & Services, Mastercard. “We’re delighted to welcome the talented Dynamic Yield team to Mastercard. Together, we’ll extend our consumer engagement services to meet that demand and help more brands create stronger connections across channels.”
Previously purchased by McDonald’s in 2019, Dynamic Yield has integrated its decision technology into McDonald’s drive-thrus and ordering kiosks in several markets around the world.
Ori Bauer, Dynamic Yield CEO, further commented, “Together with Mastercard, we can put the notion of one-size-fits-all marketing in the rearview for good. Consumers are seeking truly personalised experiences, and brands that don’t adapt risk being left behind.”
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