Harry Nicholas [Live Link]
Published on 23, May 2023
Direct Digital Holdings Leaves an Unforgettable Impression on the Digital Advertising Market
Direct Digital Holdings (NASDAQ: DRCT), an end-to-end Houston-based advertising platform, has been making waves in the advertising space. The company was founded in 2018 and delivers data-optimized programmatic solutions for U.S. advertisers. Direct Digital Holdings specializes in multicultural media properties through its three operating subsidiaries, Orange142, Huddled Masses, and Colossus Media.
The team at Direct Digital Holdings understands how difficult it can be for overlooked and under-represented voices to be heard above the crowd. The company takes a dynamic approach by working closely with these communities to uplift and amplify them within the highly competitive ad space.
Direct Digital Holdings’ mission for equity and equality is by no means the company’s only stand-out feature. Named a top minority-owned business by The Houston Business Journal, the company manages around 90,000 clients and consistently generates more than 100 billion impressions across multimedia outlets.
The company works simultaneously in two marketplaces. The first being the middle market, which Direct Digital Holdings describes as a $5- to $500-million revenue space, and this makes up the buy-side of the business. The second is the multicultural publishing space, which makes up the company’s sell-side.
There are a number of ways that the company differentiates the competition, and scalability is one of its most notable practices. Direct Digital Holdings has been able to leverage innovative technology to reach across the table and work with advertisers, investors, and industry professionals that share the same vision for success. This has helped support their ability to optimize operations to work with digital marketing campaign budgets from $10,000 all the way up to $2 million.
When asked about the mindset behind Direct Digital Holdings, co-founder, chairman, and CEO Mark D. Walker commented, “Direct Digital Holdings’ strategy is to create an all-in-one solution reinforced by innovative technology and to make it easy for marketers to reach target audiences. In order to provide leadership and grow our business, we operate with a mentality to drive hypergrowth while embracing diversity, challenging conventional thought processes, and engage focused strategies to help our clients achieve their goals and unlock their potential with growth audiences.”
Co-founder and president Keith Smith added, “Direct Digital Holdings moves forward on the ambition that comes naturally with entrepreneurship. Success and entrepreneurship go hand in hand, and it’s an ongoing learning experience that Direct Digital Holdings continues to build from each and every day. It’s all about embracing the challenge. Direct Digital Holdings is all about having the spirit to be willing to fail, securing the resources to succeed, and then surrounding ourselves with the right people who support the journey.”
Direct Digital Holdings recently released a comprehensive whitepaper called Dollars & DEI: Multicultural Consumers’ Insights on Brands’ Media Buying and Marketing Practice, which details crucial missed opportunities in the digital advertising market that businesses are currently or are in danger of overlooking.
Direct Digital Holdings brings state-of-the-art supply-side and demand-side advertising platforms together as a one-stop shop to deliver long-term, sustainable growth. Looking ahead, the company will continue to improve the scalability of its innovative technology platform as it delivers programmatic digital advertising solutions to small- and mid-sized businesses among marginalized and underrepresented communities across the nation.
To learn more about the company, visit the Direct Digital Holdings website at
