Par Technology Corporation (NYSE: PAR) has announced its acquisition of the identity resolution and shopper intelligence platform, Bridg, from Cardlytics, Inc. (NASDAQ Global Market: CDLX). The acquisition is valued at $27.5 million with a potential total purchase price of $30.0 million, payable in shares of Par Technology common stock.
Bridg’s proprietary identity resolution platform is designed to convert in-store transactions into enriched customer profiles, providing insights into previously unknown shoppers and integrating them into a brand’s first-party data set. This acquisition is expected to create one of the industry’s first unified data sets that combines loyalty and non-loyalty transactions.
The acquisition is anticipated to bring immediate differentiated value to Par's platform, enabling retailers, restaurants, and consumer packaged goods (CPG) companies to activate offers for previously anonymous shoppers and accurately attribute marketing spend. This will allow brands to engage with nearly all of their customers, creating a more measurable ecosystem where every offer, campaign, and customer interaction can be tied to tangible business outcomes.
The CEO of Par Technology, Savneet Singh, emphasized that the addition of Bridg will propel them towards delivering the industry’s most complete and intelligent platform, designed to unlock 1:1 customer connections at scale.
The acquisition is expected to provide the following benefits for brands: Full funnel customer visibility: Combining identity resolution with loyalty data to gain end-to-end visibility into the majority of customer activity. Identity-driven activation & personalization at scale: Personalizing nearly every customer journey and turning previously unknown shoppers into addressable audiences. * Closed-loop attribution models: Deterministic purchase data enabling measurement of marketing and media impact across nearly all transactions.
Bridg, a trusted identity resolution platform in retail since 2012, has been helping major grocers, convenience stores, and quick-service restaurants anonymously connect in-store transactions to privacy-safe customer profiles.
The acquisition is anticipated to close in the first quarter of 2026, subject to customary closing conditions.
Par Technology Corporation, a leading foodservice technology provider, aims to empower brands to operate smarter and achieve stronger profitable growth, with a focus on streamlining operations, driving higher engagement, and strengthening guest experiences for restaurants and retailers globally. Following these announcements, the company's shares moved -3.67%, and are now trading at a price of $37.01. If you want to know more, read the company's complete 8-K report here.
