Shopper ID and Data Firm Bridg Acquired

US-based foodservice tech provider PAR Technology Corporation has agreed to acquire identity resolution and shopper intelligence platform Bridg, which is part of purchase intelligence platform Cardlytics, for $27.5 million.

Bridg provides a unique Identity Resolution (IDR) platform, combining in-store transaction data with insights into off-line consumer behavior. Its data powers the Rippl Retail Media Network, the largest consortium of regional grocers and convenience stores in the US, opening access to a national network of over 130 million shoppers with precise targeting down to the category, brand and product level, and closed-loop campaign measurement tied to in-store revenue. Acquired by Cardlytics in 2021, the firm partnered nine months ago with dunnhumby, to help clients monetize their media.

The PAR transaction includes substantially all Bridg assets. The purchase price is subject to adjustments with a maximum total purchase price of $30.0 million, and is payable in shares of PAR Technology common stock. The deal is expected to close this quarter, subject to customary closing conditions.

PAR says the buy will allow it to create one of the sector's first unified data sets combining loyalty and non loyalty transactions, enabling retailers, restaurants, and CPG companies to activate offers for previously anonymous shoppers and accurately attribute marketing spend - creating 'a more measurable ecosystem... where every offer, campaign, and customer interaction can be tied to tangible business outcomes.'

'As we connect data seamlessly across every touchpoint,' says PAR CEO Savneet Singh, '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.'

The firms are online at www.partech.com and www.bridg.com .