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What is Dynamic Yield?
Enterprise AI personalization and recommendation engine owned by Mastercard since 2022. Founded in Tel Aviv in 2012, Dynamic Yield helps enterprise brands deliver personalized digital experiences across web, app, email, SMS, and physical touchpoints using AI-powered algorithms and Mastercard's proprietary transactional intelligence. Serves 400+ global brands and recognized as Gartner Magic Quadrant leader for personalization engines (7 consecutive years).
Dynamic Yield news
Shopping Muse Launched
Dynamic Yield by Mastercard unveils Shopping Muse, a generative AI tool that translates colloquial language into tailored product recommendations with coordinating items and accessories.
Element Suite Launches
Dynamic Yield launches Element, integrating Mastercard's proprietary prediction models, SpendingPulse, and aggregated consumer spend insights directly into Experience OS for enhanced personalization.
Mastercard Acquires Dynamic Yield
Mastercard completes acquisition of Dynamic Yield from McDonald's to strengthen its consumer engagement and loyalty services. McDonald's remains a customer using the technology in thousands of locations.
McDonald's Acquires Dynamic Yield
McDonald's acquires Dynamic Yield to transform its drive-through experience and in-store digital ordering kiosks with AI-powered recommendations based on time of day, restaurant traffic, and product popularity.
Key features
Experience OS
Unified operating system connecting personalization, recommendations, testing, messaging, journey orchestration, and analytics in one platform
AI Recommendation Engines
AdaptML (centralized AI system for deep personalization), NextML (self-training deep learning), AffinityML (user engagement probability scoring), VisualML (visual similarity recommendations)
A/B & Multivariate Testing
Core capability for experimentation across web, app, and email with automatic traffic allocation and statistical significance tracking
Cross-Channel Personalization
Deliver personalized experiences across web, mobile app, email, SMS, push notifications, kiosks, and digital signage
Shopping Muse
Generative AI conversational shopping assistant that translates colloquial language into tailored product recommendations with coordinating items
Mastercard Data Integration
Element suite integrates Mastercard's proprietary spend insights, SpendingPulse, predictive models, and behavioral signals for enriched personalization
Real-Time Behavioral Targeting
Segment and target users based on real-time behavior, browsing history, purchase history, location, traffic source, and algorithmic affinity scores
Audience Hub
Aggregate customer data from any source for deep personalization and target deployment across channels
Algorithm Studio
Create custom machine learning algorithms tailored to specific business needs and use cases
Reporting & Analytics
Measure campaign performance, ROI, and personalization impact with industry-specific business metrics
Dynamic Yield pricing
Enterprise-only, custom quote-based pricing. No self-serve option or free trial. Pricing varies by monthly traffic volume, number of channels activated, modules licensed, and implementation complexity.
| Plan | Price | What's included |
|---|---|---|
| Essentials / Entry | ~$35,000/year | |
| Growth / Multi-Channel | ~$75,000–$150,000/year | |
| Enterprise / Experience OS | $150,000+/year |
Pros & cons
Pros
- + Gartner Magic Quadrant leader for 7 consecutive years; Forrester Wave leader for experience optimization
- + G2 leader in personalization and A/B testing with 4.5/5 rating from 200+ reviews
- + Real-time personalization at scale with deep learning algorithms optimized for each user
- + Access to Mastercard's proprietary transactional intelligence and spend behavior data—unique advantage among standalone personalization tools
- + Multi-channel orchestration: web, app, email, SMS, push, kiosk in one unified system
- + A/B testing built as core function, not a bolt-on; supports multivariate and algorithmic testing
- + Trusted by major enterprises including IKEA, McDonald's, and 400+ global brands
- + Privacy-first architecture with full regulatory compliance built in
- + Industry-specific solutions for retail, e-commerce, QSR, financial services, and travel
Cons
- − Enterprise-only entry price ($35,000/year minimum) with most implementations six figures annually—out of reach for SMBs and mid-market
- − No self-serve option or free trial; sales-led procurement process required
- − High implementation complexity requiring dedicated developer resources and typically months to deploy
- − Steep learning curve; dense, feature-heavy UI slows day-to-day campaign execution for smaller teams
- − Built-in analytics limited compared to standalone analytics platforms; often requires separate analytics stack
- − Mobile app personalization requires significant developer involvement
- − Opaque pricing structure makes it difficult to budget or compare without multi-week sales cycle
Who is Dynamic Yield best for?
- • Enterprise retailers with $50M+ annual revenue running continuous A/B testing programs
- • E-commerce brands with high traffic volumes (millions of monthly visitors) and large product catalogs
- • Omnichannel retailers needing consistent personalization across web, app, email, and in-store
- • Quick-service restaurants and hospitality brands optimizing kiosk and in-store experiences
- • Financial institutions delivering personalized offers and content to cardholders
- • Brands that can dedicate internal marketing technology team to platform management and optimization
Frequently asked questions
Who owns Dynamic Yield?
Mastercard acquired Dynamic Yield in late 2021/early 2022. McDonald's previously owned it (acquired 2019) and remains a customer using the technology in thousands of locations.
What makes Dynamic Yield different from other personalization platforms?
Integration with Mastercard's proprietary transactional intelligence, spend behavior data, and predictive models—information no standalone personalization tool has access to. This enables richer customer profiling and targeting for brands in the Mastercard ecosystem.
Can I use Dynamic Yield for small business?
No. Dynamic Yield is enterprise-only, starts at $35,000/year, and typically scales to six figures. It's designed for large-scale operations with high traffic and complex personalization needs. Mid-market and SMB brands should look at lighter-weight alternatives.
How long does implementation take?
Implementation typically requires months and involves deploying JavaScript tracking, configuring data layers, integrating with backend systems, and often requires ongoing partner or agency support.
What is Shopping Muse?
Generative AI-powered conversational shopping assistant launched in November 2023 that allows shoppers to search using natural language like 'cottagecore' or 'beach formal' and receive personalized product recommendations matched to their affinity and purchase history.
Does Dynamic Yield offer a free trial?
No. There is no self-serve signup or free trial. All access requires a sales conversation and custom quote.
