TLDR
- DRCT surges 24% as Colossus SSP launches 2025 Momentum creator program
- Direct Digital’s stock jumps on Colossus SSP’s push for media diversity
- DRCT gains big with Colossus SSP’s new Momentum initiative for creators
- Colossus SSP powers DRCT rise with 2025 Momentum program announcement
- DRCT rallies on Colossus SSP’s inclusive publisher growth program launch
Direct Digital Holdings (Nasdaq: DRCT) saw a sharp 24% increase in its share price, peaking at $0.3610 during Thursday’s trading.
Direct Digital Holdings (Nasdaq: DRCT)
The stock climbed rapidly in mid-morning but later gave back some gains before stabilizing near the close. This movement coincided with a key announcement from its subsidiary, Colossus SSP.
Colossus SSP introduced the 2025 class of its Momentum program, which aims to empower independent publishers and content creators. The initiative includes collaboration with Digitas, a recognized global marketing agency that has long supported inclusive media strategies. As the stock surged, the market clearly responded to the expanded commitment to innovation and industry equity.
The Momentum program is an annual initiative that supports underrepresented and high-growth digital media publishers entering the programmatic space. It aligns with DRCT’s broader strategy of increasing media diversity while strengthening its advertising infrastructure. The timing of this launch appears to have triggered heightened market activity around DRCT.
Colossus SSP Unveils 2025 Momentum Program to Support Independent Media Creators
Colossus SSP launched the new Momentum class with a structured program focused on growth for independent digital publishers. Participants will receive hands-on training in programmatic advertising, including media quality, data handling, and direct brand engagement. The company will also provide access to exclusive marketplace opportunities for creators who complete the program.
The Momentum private marketplace offers premium ad inventory and enables stronger agency-publisher relationships outside the open exchange. By enhancing visibility and monetization options, Colossus aims to bridge gaps that many independent creators face. The initiative is designed to foster long-term, sustainable media partnerships.
The 2025 class officially begins in Q4 2025, with applications still open and publisher selections to be announced shortly. DRCT’s commitment to equitable access in media has been a consistent theme in its platform strategy. This program continues that approach by giving creators the tools needed to thrive within a competitive digital ecosystem.
Direct Digital Holdings Strengthens Dual-Side Ad Strategy Through Colossus SSP and Orange 142
Direct Digital Holdings operates a combined buy- and sell-side strategy through its Colossus SSP and Orange 142 platforms. This dual approach allows the company to deliver performance-based results for both advertisers and publishers. It also generates billions of ad impressions across display, in-app, and CTV media.
Colossus SSP powers the sell-side by scaling media access across multicultural and general markets. Orange 142 offers data-optimized buying solutions for sectors including healthcare, travel, and finance. Together, these platforms create a comprehensive ecosystem that supports both mid-market clients and independent creators.
DRCT further strengthens its market position by promoting inclusive innovation. While market volatility remains a factor, the strategic alignment between Colossus and Orange 142 continues to drive measurable performance. The stock’s surge reflects confidence in this integrated advertising model and the new growth opportunities ahead.
