From the Wall Street Journal:
McDonald's is buying Israeli digital startup Dynamic Yield Ltd., in a bid to improve in-store ordering and online marketing at the burger giant.
As part of the deal announced Monday, McDonald's will pay more than $300 million for closely held Dynamic Yield, people familiar with the matter said. The deal is the fast-food giant's first acquisition in years and its biggest in two decades.
McDonald's will use Dynamic Yield's technology at its drive-through windows, where digital displays will change in real-time based on factors such as weather and what the customer is ordering. During heat waves, for instance, a drive-through display could promote a McDonald's ice-cream cone.