Mastercard acquires Dynamic Yield to strengthen consumer engagement services

A Mastercard bank card.
Mastercard acquires Dynamic Yield to strengthen consumer engagement services
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Mastercard has completed its acquisition of Dynamic Yield, a state-of-the-art personalisation platform and decision engine company, from McDonald’s.

It is hoped that Dynamic Yield will strengthen Mastercard’s suite of consumer engagement and loyalty services that help brands deliver more effective and trusted customer experiences across channels.

Raj Seshadri, President of Data & Services, Mastercard, said: “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.

“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.”

Over the past decade, Mastercard has evolved its suite of services from supporting consumer cards towards accelerating broader payment adoption. Today, its services go well beyond that, as it has innovated in brand loyalty, marketing, analytics, and consulting, and other areas, to help customers grow their businesses, engage their consumers and make smarter decisions with better outcomes across the enterprise.

With teams in Tel Aviv, New York City and around the world, Dynamic Yield helps more than 400 brands deliver personalised consumer experiences through individualised product recommendations, offers, and content based on a range of factors, including past purchases, page views and customer affinity profile information.

Dynamic Yield joins Mastercard’s growing Data & Services organisation, which has more than 2,000 data scientists, engineers and consultants that serve customers in 70+ countries. Mastercard is routinely recognised as a top company to work for due to its culture of decency, emphasis on wellbeing and flexibility, and commitment to doing well by doing good.

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. McDonald’s plans to further scale and integrate Dynamic Yield’s capabilities globally and across order channels. The acquisition also strengthens unique and existing synergies across McDonald’s digital engagement experiences powered by Mastercard’s merchant loyalty platform SessionM and Test & Learn software.

Ori Bauer, Dynamic Yield CEO, said: “Together with Mastercard, we can put the notion of one-size-fits-all marketing in the rear view for good. Consumers are seeking truly personalised experiences, and brands that don’t adapt risk being left behind.”

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