Dynamic Yield was founded in 2011 by Liad Agmon, Omri Mendellevich, and Tamir Shadd in Tel Aviv. Agmon had previously built a social commerce platform and understood that one-size-fits-all digital experiences were leaving massive revenue on the table for retailers.
The platform provides real-time personalization across web, mobile apps, email, and in-store digital screens. It uses machine learning to decide which product recommendations, content variations, and offers each individual shopper should see. The decisions happen in real time based on behavioral data, purchase history, and contextual signals like location and device type.
McDonald’s acquired Dynamic Yield in 2019 for approximately $300 million — one of the fast-food giant’s largest tech acquisitions. McDonald’s used the technology to personalize drive-through menu boards based on time of day, weather, trending items, and current restaurant traffic. In 2022, Mastercard acquired Dynamic Yield from McDonald’s, integrating it into Mastercard’s data and services division.
The platform powers personalized experiences for enterprise brands including IKEA, Sephora, Lacoste, and Under Armour. Its OS handles A/B testing, recommendation engines, triggered messaging, and audience segmentation from a unified interface.
Dynamic Yield processes billions of interactions monthly across its customer base. The company employs around 500 people with offices in New York, Tel Aviv, Berlin, London, and Singapore.
