McDonald’s McDonald's Corporation $MCD: $264.39(1.02%) on Tuesday announced that it has agreed to sell its state-of-the-art personalization platform and decision engine company, Dynamic Yield, to Mastercard Mastercard Incorporated $MA: $350.74(4.07%) for an undisclosed sum. sesn stocktwits.

Liad Agmon and Omri Mendellevich founded Dynamic Yield in 2011, with an aim to help media and e-commerce companies to provide a better internet experience to their customers in accordance with their taste and preferences. In 2019, McDonald’s acquired Dynamic Yield, integrating technology with its restaurants, in a bid to individualize its drive-thru experience in several countries.

The fast-food chain claims that this purchase doubled its revenue and expanded its customer base across verticals.

Now, with Dynamic Yield’s technology in the hands of Mastercard, the global payments & technology company will facilitate a platform for its customers and partners to fulfil consumers’ growing demand for a more personalized experience, no matter where they purchase or conduct business. The creation of a unified consumer engagement and loyalty hub will augment in enhancing Mastercard’s network to provide digital services for payments and beyond.

“The notion of going into a store or opening a webpage to find an experience perfectly tailored to you is no longer farfetched. It’s a reality that more brands are deploying and more consumers expect. With Dynamic Yield’s expertise and our scale and relationships, we’ll be able to bring the connections between the end consumer and our customers to new heights,” Raj Seshadri, Mastercard’s president of data and services, said in a statement.

“We’re delighted to continue working with McDonald’s, a longstanding client and proven innovator in this space,” he added.

The transaction is likely to be closed in the first six months of 2022, and following the completion, the present chief technology officer Ori Bauer will handle the role of CEO. Liad Agmon, the current CEO, will become an adviser.

Mastercard
The impact of the news on social engagement for the Mastercard stock amongst the users of Twitter and Reddit will be printed on the dashboard of Quantale as the day proceeds. On Monday, its social engagement jumped almost 10% combined with a rise of 26.68% in the trading volume.

Mastercard stock opened the market at $340.33 apiece, up almost 1% from the previous day’s close of $337.02 per share.

Shares of McDonald’s are also trading higher compared to yesterday. Today, it opened the market at $264.29 per share, up $2.56 per share from the previous day’s close of $261.73 a share.