The strategic merger of its buy-side
businesses combines expertise and resources to expand capabilities
and better serve Mid-Market & SMBs navigating the digital
landscape
HOUSTON, Oct. 31,
2024 /PRNewswire/ -- Direct Digital Holdings
(DDH) (Nasdaq: DRCT) today announced the unification of its
buy-side businesses, Orange 142 and Huddled Masses, to better serve
the surging number of small and mid-sized businesses (SMBs)
learning to leverage modern digital advertising. Unifying two
similar companies under the Orange 142 brand allows them to share
resources and operate more efficiently, providing current and
future clients with a more comprehensive and integrated approach to
digital marketing.
Clients increasingly allocate their marketing budgets to digital
channels, turning to digital media channels to support their
business's awareness and growth goals. Utilizing a data-driven
approach to buying and selling digital ads across channels offers
businesses crucial benefits such as streamlined ad-buying
processes, targeted audience reach, and real-time campaign
adjustments, allowing for more efficient spending and effective
results.
However, as SMBs delve deeper into the many channels and tactics
available, they often need help navigating the complexities and
maximizing their potential. To overcome these challenges,
businesses require a strategic partner to provide expert guidance,
support data-driven decision-making, facilitate technology
adoption, and ensure accountability. By leveraging the combined
strengths of Orange 142 and Huddled Masses, clients will be better
equipped to harness advertising investment to drive growth, improve
efficiency, and achieve their marketing goals.
As a unified team, Orange 142 is the essential technical and
marketing partner for mid-market and SMBs navigating the modern
digital landscape. Clients will benefit from expanded resources
that enhance its digital offerings and support across critical
areas, including influencer marketing and organic social media
strategies. The merger also streamlines the company's marketing
solutions and digital sales services channels—from website
refreshes to CRM implementations—to deliver a comprehensive suite
of tools that drive business growth. Integrating digital marketing
with technical services to enhance sales channels enables Orange
142's clients to maximize their media budgets, making them work
harder and more efficiently. As clients explore opportunities in
emerging channels like OTT/CTV, video, social media, and retail
media, Orange 142 is dedicated to empowering their success in the
evolving advertising landscape.
"Our clients are often operating with limited budgets in local
or regional markets and need a partner that can maximize their ROI
and support their ability to test and learn with new digital
channels," said Mark Walker, CEO,
Co-Founder, & Chairman of Direct Digital Holdings. "By unifying
Orange 142 and Huddled Masses, we've expanded our team and
resources, enhancing our digital offerings and support. This
combined strength enables us to deliver on key growth opportunities
like CTV. We're building a buy-side business that optimizes client
investments in the digital era and levels the playing field with
larger competitors."
The newly unified Orange 142 now serves hundreds of small- [TP1]
and mid-sized clients, managing over 2,000 campaigns annually.
Operating across all leading demand-side platforms (DSP), the
company drives increased advertising ROI and reduced client
acquisition costs while helping DSPs tap into previously unattained
SMB revenue.
Orange 142, acquired by DDH in 2020, offers end-to-end media
solutions and marketing services. Huddled Masses, acquired in 2018,
advises agencies and marketers on thriving in the digital
ecosystem. DDH's two-sided business model provides a unique
advantage, offering front-end, buy-side planning alongside its
proprietary Colossus SSP, curating Publishers and content to
deliver higher ROI execution.
Direct Digital Holdings is one of the few publicly traded
Black-owned companies on Nasdaq and the only Black-owned publicly
traded advertising technology firm.
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT) 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 the general market and multicultural media properties. The
Company's buy-side platform, Orange 142, delivers significant ROI
for middle-market advertisers by providing data-optimized
programmatic solutions for businesses in sectors ranging from
energy to healthcare to travel to financial services. Direct
Digital Holdings' sell- and buy-side solutions generate billions of
impressions per month across display, CTV, in-app, and other media
channels.
About Orange 142
Orange 142 is a digital marketing and advertising company with
offices across the US. We service marketers and agencies. We are
part of Direct Digital Holding, the ninth Black-owned company to go
public.
We help marketers of all sizes grow their reach and revenue
through data-driven media strategies. We also partner with agencies
and execute campaigns on behalf of their clients.
Our team of experts has a deep understanding of the digital
landscape and the latest advertising and marketing technologies. We
work closely with our clients to develop and execute custom
advertising and marketing campaigns that meet specific goals.
We are committed to providing our clients with the highest level
of service and transparency. We believe that open communication and
collaboration are essential to the success of every advertising and
marketing initiative.
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SOURCE Direct Digital Holdings