Holding Group's Colossus SSP Integrates with
Basis to Increase Advertisers' Programmatic Reach of Multicultural
/ Diverse Media Inventory
Buy-Side Company Huddled Masses Collaborates
with Basis to Serve SMB & Middle-Market Advertisers
HOUSTON and CHICAGO, Oct. 26,
2023 /PRNewswire/ -- Direct Digital Holdings,
Inc. (Nasdaq: DRCT) ("Direct Digital Holdings" or the "Company"), a
leading advertising and marketing technology platform operating
through its companies Colossus Media, LLC ("Colossus SSP"), Huddled
Masses LLC ("Huddled Masses") and Orange142, LLC ("Orange142"),
today announced a new partnership with Basis Technologies
("Basis"), a global provider of programmatic advertising and media
automation solutions.
As part of the agreement, Colossus SSP has directly integrated
with the Basis media automation platform to enable more agencies
and brands to increase diversity, equity and inclusion efforts by
scaling spend on multicultural / diverse audiences and media, and
minority-owned properties such as Blavity, Ebony and Univision.
In addition, Basis has been named a preferred demand-side
platform (DSP) by Huddled Masses – which specializes in working
with small- and mid-sized business (SMB) and middle-market business
clients. With these types of advertisers often having smaller
budgets, preventing them from accessing bigger technology
platforms, this deal enables Basis to increase its reach with this
set of underserved marketers.
"Basis Technologies is aligned with Direct Digital Holding's
focus on democratizing programmatic advertising for all," said
Mark Walker, CEO and Co-Founder,
Direct Digital Holdings. "The omnichannel capabilities and wide
scale of Basis will bolster Colossus SSP's and Huddled Masses'
abilities. In turn, the relationship with Huddled Masses is also
giving Basis expanded reach to an often overlooked – but extremely
valuable – group of advertisers."
"Direct Digital Holdings and Basis Technologies want to be part
of the solution to overcome the barriers that underserved groups on
the buy- and sell-side face in digital media," said Tyler Kelly, President, Basis Technologies. "The
need for the technology and services that Direct Digital Holdings
offers is obvious, as they provide the heft and influence that can
channel ad technology innovations for the benefit of a wider set of
organizations."
Currently, Colossus SSP represents 22,000 media properties –
offering inventory from both multicultural / diverse and general
market publishers. The company has 136,000 advertisers accessing
its platform monthly, generating over 250 billion impressions per
month across display, CTV, in-app and other media.
Huddled Masses is a marketing technology partner passionate
about helping clients grow their business and serves as a long-term
partner extension of the team, with decades of expertise to
maximize the impact and efficiency of every client's media
investment as well as drive performance marketing.
About Basis Technologies
Basis Technologies is a global provider of programmatic
advertising and media automation software and services for
enterprises. The Basis platform improves omnichannel marketing
performance by unifying programmatic and direct media buying,
workflow automation, cross-channel campaign planning, universal
reporting and business intelligence. It delivers a comprehensive
selection of buying methods across all channels and devices,
utilizing all major creative types and formats. Delivered through a
world-class media services team or a SaaS model, Basis solves
digital media complexity and drives profitability through a single
system of record, seamless team collaboration, and actionable
data-driven insights. Headquartered in Chicago with offices servicing North America, South
America, and Europe, Basis
Technologies has received numerous accolades for its commitment to
employees and workplace culture. Learn more at
https://basis.com.
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT), owner of operating
companies Colossus SSP, Huddled Masses, and Orange 142, brings
state-of-the-art sell- and buy-side advertising platforms together
under one umbrella company. Direct Digital Holdings' sell-side
platform, Colossus SSP, offers advertisers of all sizes extensive
reach within general market and multicultural media properties. The
Company's subsidiaries Huddled Masses and Orange142 deliver
significant ROI for middle market advertisers by providing
data-optimized programmatic solutions at scale for businesses in
sectors that range from energy to healthcare to travel to financial
services. Direct Digital Holdings' sell- and buy-side solutions
manage on average over 136,000 clients monthly, generating
approximately 250 billion impressions per month across display,
CTV, in-app and other media channels.
Forward-Looking Statements
This press release may contain forward-looking statements within
the meaning of federal securities laws, including the Private
Securities Litigation Reform Act of 1995, Section 27A of the
Securities Act of 1933, as amended, and Section 21E of the
Securities Exchange Act of 1934, as amended, and which are subject
to certain risks, trends and uncertainties.
As used below, "we," "us," and "our" refer to Direct Digital
Holdings. We use words such as "could," "would," "may," "might,"
"will," "expect," "likely," "believe," "continue," "anticipate,"
"estimate," "intend," "plan," "project" and other similar
expressions to identify forward-looking statements, but not all
forward-looking statements include these words. All statements
contained in this release that do not relate to matters of
historical fact should be considered forward-looking
statements.
All of our forward-looking statements involve estimates and
uncertainties that could cause actual results to differ materially
from those expressed in or implied by the forward-looking
statements. Our forward-looking statements are based on assumptions
that we have made in light of our industry experience and our
perceptions of historical trends, current conditions, expected
future developments and other factors we believe are appropriate
under the circumstances. Although we believe that these
forward-looking statements are based on reasonable assumptions,
many factors could affect our actual operating and financial
performance and cause our performance to differ materially from the
performance expressed in or implied by the forward-looking
statements, including, but not limited to: our dependence on the
overall demand for advertising, which could be influenced by
economic downturns; any slow-down or unanticipated development in
the market for programmatic advertising campaigns; the effects of
health epidemics, such as the ongoing global COVID-19 pandemic;
operational and performance issues with our platform, whether real
or perceived, including a failure to respond to technological
changes or to upgrade our technology systems; any significant
inadvertent disclosure or breach of confidential and/or personal
information we hold, or of the security of our or our customers',
suppliers' or other partners' computer systems; any unavailability
or non-performance of the non-proprietary technology, software,
products and services that we use; unfavorable publicity and
negative public perception about our industry, particularly
concerns regarding data privacy and security relating to our
industry's technology and practices, and any perceived failure to
comply with laws and industry self-regulation; restrictions on the
use of third-party "cookies," mobile device IDs or other tracking
technologies, which could diminish our platform's effectiveness;
any inability to compete in our intensely competitive market; any
significant fluctuations caused by our high customer concentration;
any violation of legal and regulatory requirements or any
misconduct by our employees, subcontractors, agents or business
partners; any strain on our resources, diversion of our
management's attention or impact on our ability to attract and
retain qualified board members as a result of being a public
company; our dependence, as a holding company, of receiving
distributions from Direct Digital Holdings, LLC to pay our taxes,
expenses and dividends; and other factors and assumptions discussed
in the "Risk Factors," "Management's Discussion and Analysis of
Financial Conditions and Results of Operations" and other sections
of our filings with the SEC that we make from time to time. Should
one or more of these risks or uncertainties materialize or should
any of these assumptions prove to be incorrect, our actual
operating and financial performance may vary in material respects
from the performance projected in these forward-looking statements.
Further, any forward-looking statement speaks only as of the date
on which it is made, and except as required by law, we undertake no
obligation to update any forward-looking statement contained in
this release to reflect events or circumstances after the date on
which it is made or to reflect the occurrence of anticipated or
unanticipated events or circumstances, and we claim the protection
of the safe harbor for forward-looking statements contained in the
Private Securities Litigation Reform Act of 1995.
Media Contacts
Laura
Goldberg
LBG Public Relations for Direct Digital Holdings
laura@lbgpr.com
+1-347-683-1859
Anthony Loredo
Basis Technologies
anthony.loredo@basis.com
+1-917-573-4157
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SOURCE Direct Digital Holdings