Bridg Strengthens Identity Graph

Bridg, a PAR Technology company, has enhanced its identity resolution platform with rebuilt identity graph, advanced matching capabilities, and a modernized data foundation behind PAR Intelligence, PAR's agentic intelligence layer. Its multi-source graph contains 255 million verified U.S. consumer identities, representing more than 90 percent of the U.S. adult population.

Bridg helps connect anonymous transactions to customer profiles for customer segmentation and broader marketing reach. Those resolved identities can feed PAR Intelligence, which combines identity, transaction, and loyalty signals.

At the center of the platform is Bridg's identity graph, which combines first-party customer and loyalty data, third-party identity data, and transaction-level purchase signals into a unified source of truth. Identities are validated through corroboration across multiple data sources before entering the graph.

The enhancements include a rebuilt identity graph, machine learning-powered matching capabilities, and a modernized processing architecture to improve data quality, increase match confidence, and create more stable customer identities over time.

"Identity resolution is becoming more challenging at the exact moment it is becoming more important," said Savneet Singh, CEO of PAR Technology, in a statement. "As consumer behaviors and payment technologies evolve, brands need a more durable way to recognize and understand their customers. These enhancements strengthen the quality of our identity graph and our ability to connect customer signals in ways that help brands make smarter decisions with greater confidence. Identity is the foundation of PAR Intelligence. The more customers we can recognize, the smarter and more valuable the intelligence becomes for brands."

"Brands today face a growing gap between the customers they know and the customers actively shopping their stores," said Jake Kiser, general manager of PAR Retail, in a statement. "Bridg helps change that by creating loyalty-like attribution for non-loyalty shoppers and making more of those customers addressable. That gets brands closer to knowing and engaging nearly every consumer who shops their stores."