Dynamic Yield

A leading AI-driven personalization platform operating as a Mastercard subsidiary, serving enterprise brands across retail, financial services, and media

Dynamic Yield is a leading experience optimization and personalization platform that enables brands to tailor digital experiences to individual users at scale. Founded in 2011 and headquartered in New York, the company offers a comprehensive suite of tools including A/B testing, behavioral targeting, product recommendations, and real-time audience segmentation. Its platform is used by major retailers, financial services firms, restaurants, and media companies to increase engagement, conversion rates, and customer lifetime value across web, mobile app, email, and kiosk channels. In 2019, McDonald's acquired Dynamic Yield for approximately $300 million — one of the largest acquisitions in AdTech history at the time — to power personalized digital menu boards and drive-thru experiences. McDonald's later sold Dynamic Yield to Mastercard in 2022, where it now operates as a distinct subsidiary within Mastercard's data and services division. Under Mastercard, Dynamic Yield has expanded its focus to serve financial services clients alongside its existing retail and e-commerce customer base. Dynamic Yield occupies a strong position in the personalization and customer experience (CX) optimization market, competing with platforms like Optimizely, Adobe Target, and Salesforce Interaction Studio. Its machine learning-driven recommendation engine and omnichannel personalization capabilities are considered key differentiators, enabling clients to unify customer data and deliver consistent, contextually relevant experiences across all digital and physical touchpoints.