Dynamic Yield, founded in 2011, built a personalization and A/B testing engine for websites and apps well before an unusual chapter in its corporate history: McDonald's acquired the company in 2019 specifically to power AI-driven personalization in its drive-thru menu boards, an unusual acquirer for a martech personalization platform.
McDonald's later sold Dynamic Yield to Mastercard in a deal reported around $325 million, completed in 2022, and the platform now operates under Mastercard's ownership, applying its personalization and decisioning technology across Mastercard's broader payments and commerce services alongside its original marketing personalization use cases.
There's no free tier; Dynamic Yield sells through enterprise contracts. For an enterprise evaluating personalization and experimentation platforms, Dynamic Yield's unusual ownership history, from an ad-tech startup, to McDonald's, to Mastercard, reflects genuine strategic value distinctly different kinds of large companies have specifically paid to acquire.
