PAR Technology Corporation announced on January 26, 2026 that it will acquire Bridg, the identity‑resolution and shopper‑intelligence platform that was spun off from Cardlytics. The deal is priced at $27.5 million in common stock, with a maximum total purchase price of $30 million subject to adjustments. The acquisition agreement was signed on January 23, 2026 and is expected to close in the first quarter of 2026.
Bridg was founded in 2012 and was acquired by Cardlytics in 2021. The platform specializes in converting anonymous in‑store transactions into enriched, privacy‑compliant customer profiles, providing SKU‑level insights, deterministic targeting, and closed‑loop measurement. Its technology enables retailers and restaurants to link offline sales to identifiable consumer data, a capability that has become a category leader in shopper‑intelligence solutions.
By integrating Bridg’s data‑integration engine into its existing loyalty and engagement cloud, PAR will be able to combine loyalty and non‑loyalty data to create a unified, 1:1 customer view. This expansion is expected to give PAR’s clients full‑funnel visibility, allowing brands to activate marketing more accurately and attribute spend across the retail and foodservice ecosystems. The acquisition also broadens PAR’s addressable market and accelerates its platform strategy in the foodservice and retail sectors.
Cardlytics is divesting Bridg amid significant financial pressure, including a $221.43 million debt burden and a negative EBITDA of $24.84 million over the last twelve months. The sale is part of Cardlytics’ effort to reduce leverage and focus on its core business, while providing PAR with a technology that addresses a critical gap in customer data integration.
PAR CEO Savneet Singh said the acquisition will “propel us toward delivering the industry's most complete and intelligent platform, built to unlock 1:1 customer connections at scale.” He added that the move will redefine insight‑driven execution and empower brands to move faster and operate smarter.
The transaction will involve the issuance of approximately 950,000 shares, representing about 2.3 % of PAR’s outstanding common stock post‑issuance, which will dilute existing shareholders but preserve cash for further investment in the platform.
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