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Mastercard Buys Personalization Platform from McDonald’s

McDonald’s made headlines when it acquired the personalization solution provider Dynamic Yield in March 2019 for a reported $300 million. Now the QSR chain is selling the tech company to Mastercard, although Dynamic Yield will continue to work with McDonald’s as a client.

Working across both online and offline channels, Dynamic Yield delivers individualized content and offers based on factors including past purchases, page views, time of day, current store traffic and trending products. The SaaS platform uses AI to support more than 400 brands in industries including retail, financial services, travel and restaurants. Retailers including GlassesUSA.com have used the Dynamic Yield platform to enhance product discovery processes with dynamic recommendations.

“The notion of going into a store or opening a webpage to find an experience perfectly tailored to you is no longer farfetched,” said Raj Seshadri, President of Data and Services at Mastercard in a statement. “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.”

Using the Dynamic Yield technology will allow Mastercard to help its customers and partners meet growing consumer demands for more personalized experiences across multiple touch points. The creation of a unified consumer engagement and loyalty hub will extend the value of Mastercard’s network to deliver digital services for payments and beyond, according to a Dynamic Yield blog post.

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In addition to McDonald’s, a number of merchants and financial services brands already use both Dynamic Yield and existing Mastercard services. Synchrony has worked with both companies on digital customer engagement. “With Dynamic Yield, we’ve been able to deliver contextual, personalized experiences across the consumer journey,” said Jeff Brousseau, SVP, Performance Marketing for Synchrony in a statement. “Combining this with the power of Mastercard’s other digital services unlocks additional capabilities to further enrich consumer engagement.”

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