Mastercard will acquire the personalization platform Dynamic Yield from McDonald’s in an effort to create a unified consumer engagement and loyalty hub, the firm announced on Tuesday. Terms were not disclosed. 

McDonald’s, which acquired Dynamic Yield in 2019, will continue using the SaaS platform across ordering channels.

The transaction is expected to close in the first half of 2022. At closing, Dynamic Yield’s current chief technology officer Ori Bauer will become CEO. Current CEO Liad Agmon, will remain in an advisory capacity.

Dynamic Yield delivers product recommendations, offers and content based on such factors as past purchases, page views, time of day, current store traffic and trending products, Mastercard says.  

In addition, Dynamic Yield recently launched Experience Email, a platform-agnostic personalization tool based on AI and predictive algorithms. It features a drag-and-drop editor, product recommendations using Dynamic Yield’s AdaptML tool and affinity-based personalization and contextual capabilities.

Last year, Dynamic Yield, unveiled Audience Export Manager, a tool it says allows brands to utilize the data it captures from email service providers (ESPs), ad networks, call center solutions and other enterprise systems.

Mastercard hopes to help its partners meet consumers’ expectations for a more personalized experiences wherever they may shop. 

Raj Seshadri, president of data & services, Mastercard, says the combination of its scale and relationships and Dynamic Yield’s expertise will strengthen and expand its connections with the end consumer.

Mastercard offers such tools as SessionM merchant loyalty platform and Test & Learn (APT) experimentation software.

In acquiring Dynamic Yield, McDonald’s became one of the first restaurant brands to integrate decision technology, Mastercard says. The chain deployed the technology in its drive-thrus and ordering kiosks in several markets globally. 

Synchrony has worked with both Dynamic Yield and Mastercard  

Dynamic Yield has enabled Synchrony to deliver “contextual, personalized experiences,” says Jeff Brousseau, senior vice president, performance marketing, Synchrony. “Combining this with the power of Mastercard’s other digital services unlocks additional capabilities.”