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

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