Direct Digital Holdings, Inc.

General Information

We are an end-to-end full-service programmatic advertising platform primarily focused on providing advertising technology, data-driven campaign optimization and other solutions to underserved and less efficient markets on both the buy- and sell-side of the digital advertising ecosystem.

Direct Digital Holdings, Inc. is the holding company for the business formed in 2018 by our acquisitions of Huddled Masses, LLC (“Huddled Masses”) and Colossus Media, LLC (“Colossus Media”). Colossus Media operates our proprietary sell-side programmatic platform operating under the trademarked banner of Colossus SSP™ (“Colossus SSP”). Huddled Masses is the platform for the buy-side of our business. In 2020, we acquired Orange142, LLC (“Orange142”) to further bolster our overall programmatic buy-side advertising platform and to enhance our offerings across multiple industry verticals such as travel, healthcare, education, financial services, consumer products, etc. with particular emphasis on small- and mid-sized businesses (which we define as companies with revenue between $5 million and $500 million) transitioning into digital with growing digital media budgets.

(Note: Direct Digital Holdings, Inc. priced its unit IPO on Feb. 10, 2022, at $5.50 – the bottom of its downwardly revised range of $5.50 to $7.50 – and slightly increased the number of units to 2.8 million (2,800,000), up from 2.75 million units in the amended prospectus, to raise $15.4 million. Direct Digital had revised its IPO’s unit offering terms in an S-1/A filing dated Feb. 7, 2022: The size was increased to 2.75 million units, up from 2.19 million units, and the price range was cut to $5.50 to $7.50, down from $7 to $9 each, to raise $17.88 million. A week ago, Direct Digital Holdings revamped its IPO to a unit offering of stock and warrants from a stock-only IPO and cut the deal’s size – to 2.19 million units, down from 4.0 million shares – while keeping the price range at $7 to $9 each – to raise $17.52 million, according to an S-1/A filing dated Jan. 31, 2022.)

Industry: Digital Advertising Platform
Employees: 52
Founded: 2018
Contact Information
Address 1233 West Loop South, Suite 1170 Houston, TX 77027
Phone Number (832) 402-1051
Web Address
View Prospectus: Direct Digital Holdings, Inc.
Financial Information
Market Cap $91.85mil
Revenues $6.6 mil (last 12 months)
Net Income $0.1 mil (last 12 months)
IPO Profile
Symbol DRCT
Exchange NASDAQ
Shares (millions): 2.8
Price range $5.50 - $5.50
Est. $ Volume $15.4 mil
Manager / Joint Managers The Benchmark Company/ Roth Capital Partners
CO-Managers -
Expected To Trade: 2/11/2022
Status: Priced
Quiet Period Expiration Date:
Lock-Up Period Expiration Date:
SCOOP Rating
Rating Change