The past couple of years have made it abundantly clear just how much of our personal data is being tracked by corporations every day. Now, one of the world’s biggest fast food companies is hopping on the bandwagon.
McDonald’s announced on Monday that it had acquired Dynamic Yield, a tech company that specializes in recommendations based on machine learning. Dynamic Yield’s algorithms can gather data about customers on behalf of companies to generate Amazon-like recommendations, among other things.
The golden arches spent around $300 million on the tech company, according to TechCrunch. McDonald’s published a video of CEO Steve Easterbrook explaining the rationale behind the decision. Read more…
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