PAR Technology Corp. has agreed to acquire the identity resolution and shopper intelligence platform Bridg, a division of Cardlytics. The transaction is structured as an acquisition of substantially all Bridg assets. The purchase price is $27.5 million, subject to purchase price adjustments with a maximum total purchase price of $30 million, and is payable in shares of PAR Technology common stock.
PAR Technology will also assume certain liabilities associated with the acquired assets. The transaction is expected to close in the first quarter of 2026, subject to customary closing conditions.
Bridg’s proprietary Identity Resolution (IDR) platform converts in‑store transactions into enriched customer profiles, uncovering previously unknown shoppers and integrating them into a brand’s first‑party data set. The acquisition is expected to bring immediate differentiated value to the PAR platform, creating one of the industry’s first unified data sets that combines loyalty and non‑loyalty transactions.
This will enable retailers, restaurants and CPG companies to activate offers for previously anonymous shoppers and accurately attribute marketing spend, giving brands the ability to see and engage with nearly all of their customers.
“Adding Bridg will propel us toward delivering the industry’s most complete and intelligent platform, built to unlock one-to-one customer connections at scale,” said Savneet Singh, CEO of PAR Technology. “As we connect data seamlessly across every touchpoint, we will redefine what insight-driven execution looks like and empower brands to move faster, operate smarter and achieve stronger profitable growth in a marketplace that will only become more competitive.”
What Brands Can Expect:
- Full Funnel Customer Visibility: By combining identity resolution with loyalty data, retailers and restaurants fill in the gaps on anonymous transactions and gain end‑to‑end visibility into the majority of customer activity.
- Identity-Driven Activation & Personalization at Scale: With Bridg, PAR will be able to personalize nearly every customer journey, turning previously unknown shoppers into addressable audiences.
- Closed-Loop Attribution Models: Deterministic purchase data enables retailers, restaurants and CPG companies to measure marketing and media impact across nearly all transactions.
Bridg has been a trusted identity resolution platform in retail since 2012, helping major grocers, c‑stores and quick service restaurants anonymously connect in‑store transactions to privacy‑safe customer profiles. In 2021, Bridg was acquired by Cardlytics, solidifying Bridg as a category leader in SKU‑level insights, deterministic targeting and closed-loop measurement.
