Innovation

Cardlytics sells Bridg to PAR

Photo: Adobe Stock

April 1, 2026

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Cardylitics, a banking digital advertising platform, sold its Bridg business to PAR Technology Corp. Bridg provides identity resolution services to deliver advertising to anonymous customers, according to a press release.

Through the deal, Cardylitcs will receive 1,810,222 shares of Par Technology common stock.

"The completion of this transaction marks an important milestone for Cardlytics," Amit Gupta, CEO of Cardlytics, said in the release. "Over the past several quarters, we have taken deliberate steps to sharpen our strategic focus and align our resources around the highest-impact opportunities in our business. With the sale of the Bridg assets, we are further simplifying our operating model and concentrating more heavily on scaling our core Cardlytics platform — the area where we believe we have a distinct competitive advantage and a clear path to long-term value creation."

Bridg employees have been transferred over to PAR Technology.