PAR Technology announced it has agreed to acquire Bridg, an identity resolution and shopper intelligence platform operated as a division of Cardlytics, in a deal valued at $27.5 million, subject to customary purchase-price adjustments that could raise the total consideration to as much as $30 million.
The transaction is structured as an acquisition of substantially all Bridg assets, with the purchase price payable in shares of PAR common stock. PAR said it will also assume certain liabilities tied to the acquired assets. The company expects the deal to close in the first quarter of 2026, pending customary closing conditions.
Bridg’s Identity Resolution (IDR) platform converts in-store transactions into enriched customer profiles, helping brands identify previously unknown shoppers and incorporate them into first-party data sets. PAR said the acquisition would support its roadmap across consumer data, loyalty, and media capabilities and would enable the creation of a unified data set combining loyalty and non-loyalty transactions.
PAR said the combined offering is intended to help retailers, restaurants, and CPG companies activate offers for previously anonymous shoppers and improve measurement by tying marketing and media activity to transaction outcomes through deterministic purchase data and closed-loop attribution.
Bridg has operated in the identity resolution category since 2012, serving grocers, convenience stores, and quick-service restaurants. Cardlytics acquired Bridg in 2021, positioning it as a provider of SKU-level insights, deterministic targeting, and closed-loop measurement.
KEY QUOTES
“Adding Bridg will propel us toward delivering the industry’s most complete and intelligent platform, built to unlock 1:1 customer connections at scale. 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.”
Savneet Singh, CEO, PAR Technology
