PAR Technology Acquires Bridg to Enhance Loyalty and Non-Loyalty Data for Smarter Retail and Restaurant Activation.

PAR Technology is acquiring Bridg, a division of Cardlytics, for $27.5 million. The acquisition will bring together loyalty and non-loyalty data, enabling retailers and restaurants to create a unified data set and activate offers for previously anonymous shoppers. The combined platform will provide full funnel customer visibility, identity-driven activation and personalization at scale, and closed-loop attribution models. The transaction is expected to close in Q1 2026.