McDonalds Buys Dynamic Yield For $300 Million to Bring Big Data to Drive-Thru

March 25th, 2019 at 8:10 PM EDT

Photo Caption: McDonald's plans on implementing Dynamic Yield's personalization technology in drive thrus, digital menu boards, and the company's mobile app.

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Given all of the plans that McDonald's has for implementing the game-changing technology, the $300 million price tag was probably a bargain.

In a testament to the value of personalization, McDonald's announced plans to acquire an Israel-based startup that uses data to serve up personalized offers to customers. According to people familiar with the matter, McDonald's will acquire Dynamic Yield for upwards of $300 million. The acquisition will inject technology into multiple areas of the traditional fast food restaurant, starting with a core feature: the drive-thru. McDonald's t

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