Dynamic Yield
Enterprise personalization and decision engine, now Dynamic Yield by Mastercard.
Acquired — still operating
Acquired by Mastercard from McDonald's in 2022; now sold as Dynamic Yield by Mastercard inside its Data and Services organization.
About
Dynamic Yield is an enterprise personalization platform and decision engine that personalizes product recommendations, offers, and content across web, mobile, email, and in-store touchpoints. Its unusual corporate history runs through McDonald's, which bought it in 2019 and deployed it in drive-thrus and kiosks, then sold it to Mastercard in 2022, where it now operates as Dynamic Yield by Mastercard inside the Data and Services organization. The platform supports more than 400 brands across retail, financial services, travel, and restaurants, including IKEA and McDonald's.
It pairs recommendation engines with cross-channel A/B testing and experience optimization, aimed at large retailers with dedicated personalization teams. Third-party buyer guides report a 4.5 out of 5 rating on G2 across roughly 200 reviews. Pricing is custom and enterprise-only, and the roadmap now sits inside Mastercard's consumer-engagement strategy, which buyers should weigh when evaluating long-term fit.
What it can do
- Individualized product recommendations and offers
- Cross-channel A/B and multivariate testing
- Experience optimization across web, mobile, email, in-store
- AI decisioning on purchases, page views, affinity, context
- Audience segmentation and targeting
- Mastercard Data and Services ecosystem integration
- 400+ brand deployments across retail, finance, travel
Setup
- Engage the Dynamic Yield by Mastercard sales team for scoping.
- Deploy the tag/SDK across web, mobile app, and email channels.
- Feed behavioral and catalog data into the decision engine.
- Build recommendation and testing campaigns with your personalization team.
Prerequisites
Enterprise-scale traffic and budget; a dedicated personalization or experimentation team.
Use cases
Works with
Trust score — 8/10
Scored 8/10 (TIER verified, metrics-v1). Evidence: acquisition by Mastercard from McDonald's confirmed via Mastercard investor relations and Business Wire (announced Dec 2021, closed 2022); 400+ brands per Mastercard; 4.5/5 G2 rating cited by independent buyer guides; proven deployments at IKEA and McDonald's. Strengths: deep personalization and testing in one enterprise suite, Mastercard data resources behind it. Docked for: (1) acquired lifecycle means roadmap is tied to Mastercard's strategy, not a standalone product company; (2) opaque enterprise pricing and a fit limited to large teams with dedicated staff. License: proprietary.
How the trust score is built
Full methodology →- Adoption · stars/downloads, log-scaled vs peers
- 9.0/10
- Maintenance · recency, releases, issue load
- 8.0/10
- Openness · license + docs
- 4.0/10
- Manual review · sanity read + red-flag check
- 8.0/10
- · Acquired by Mastercard from McDonald's (announced Dec 2021, closed 2022); now Dynamic Yield by Mastercard
- · 400+ brands per Mastercard; 4.5/5 G2 rating per independent buyer guides
- · Proven at IKEA and McDonald's (drive-thru/kiosk deployments)
- · Acquired lifecycle: roadmap tied to Mastercard strategy; opaque enterprise pricing
Sources
Every fact above was checked against these sources. Where a claim comes from the provider and couldn't be independently verified, the text says so.