PAR Technology (NYSE:PAR) is doubling down on its data-driven "unified commerce" strategy, announcing Monday an agreement to acquire Bridg, the identity resolution and shopper intelligence platform from Cardlytics (NASDAQ:CDLX).
The deal, valued at up to $30 million, aims to solve one of the most persistent challenges in the foodservice and retail sectors: understanding the behavior of the "anonymous" majority of shoppers who do not participate in loyalty programs.
The transaction is structured as an asset purchase with a base price of $27.5 million, payable entirely in PAR common stock.
This stock-based consideration, which includes a potential $2.5 million adjustment true-up, is expected to result in the issuance of approximately 950,000 shares, representing roughly 2.3% of PAR’s outstanding common stock.
The acquisition is slated to close in the first quarter of 2026.
Bridg’s core technology, its Identity Resolution (IDR) platform, specializes in converting raw, fragmented in-store transaction data into enriched, privacy-safe customer profiles.
While traditional loyalty programs often only capture 10% to 20% of a brand's total customer base, Bridg identifies the remaining 80% or more of "unknown" shoppers by linking credit card signals and SKU-level data to a persistent identity graph.