ADS Alliance Data Systems

FORM 4 [ ] Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).         
UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP OF SECURITIES                                                                                   
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Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934 or Section 30(h) of the Investment Company Act of 1940                       

1. Name and Address of Reporting Person * King Timothy P	2. Issuer Name and Ticker or Trading Symbol ALLIANCE DATA SYSTEMS CORP [ ADS ]	5. Relationship of Reporting Person(s) to Issuer (Check all applicable) _____ Director                    _____ 10% Owner __X__ Officer (give title below)    _____ Other (specify below) EVP & Chief Financial Officer
(Last)          (First)          (Middle) 3075 LOYALTY CIRCLE	3. Date of Earliest Transaction (MM/DD/YYYY) 2/18/2021
(Street) COLUMBUS, OH 43219 (City)        (State)        (Zip)	4. If Amendment, Date Original Filed (MM/DD/YYYY)	6. Individual or Joint/Group Filing (Check Applicable Line) _X _ Form filed by One Reporting Person ___ Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1.Title of Security (Instr. 3)	2. Trans. Date	2A. Deemed Execution Date, if any	3. Trans. Code (Instr. 8)		4. Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Common Stock	2/18/2021		F(1)		243	D	$84.65	33308.1931 (2)(3)	D
Common Stock								2701.812	I	By 401(k) Plan

Table II - Derivative Securities Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivate Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Trans. Date	3A. Deemed Execution Date, if any	4. Trans. Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form of Derivative Security: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:
(1)	Shares withheld by the Company to satisfy the Reporting Person's tax withholding obligation upon the vesting of restricted stock units.
(2)	The total number of securities beneficially owned includes: (a) 1,991.1931 unrestricted shares; (b) 365 unvested units from an award of 1,073 time-based restricted stock units granted 2/15/19; (c) 1,235 unvested units from an award of 1,843 time-based restricted stock units granted 12/16/19; (d) 1,294 unvested units from an award of 1,931 time-based restricted stock units granted 2/18/20; (e) 4,344 unvested performance-based restricted stock units granted 2/18/20; (f) 324 unvested units from an award of 483 performance-based restricted stock units granted 2/18/20; (g) 14,847 unvested time-based restricted stock units granted 2/16/21; and (h) 8,908 unvested performance-based restricted stock units granted 2/16/21.
(3)	Based on meeting strategic and operational objectives performance metrics for 2020, 50% of the original award of 965 performance-based restricted stock units granted 2/18/20, or 483 units, were earned. The restrictions will lapse with respect to 159 units on 2/18/22 and with respect to 165 units on 2/18/23, subject to continued employment by the Reporting Person on the remaining vesting dates.

Reporting Owners
Reporting Owner Name / Address	Relationships
	Director	10% Owner	Officer	Other
King Timothy P 3075 LOYALTY CIRCLE COLUMBUS, OH 43219			EVP & Chief Financial Officer

Signatures
Cynthia L. Hageman, Attorney in Fact		2/22/2021
**Signature of Reporting Person		Date