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Colossus SSP, an inclusive supply-side advertising platform and part of Direct Digital Holdings (Nasdaq: DRCT), has filed a civil lawsuit against Adalytics Research for defamation, injurious falsehood, and false advertising. The legal action follows Adalytics' publication of a paper on May 10, 2024, that accused Colossus SSP of manipulating digital data for financial gain. Colossus SSP asserts that these claims are false and that the paper has damaged its reputation and business operations. The lawsuit highlights that Colossus SSP does not control customer ID data directly and works with intermediaries that manage such transactions. The company also argues that Adalytics did not engage with them before publishing the paper, leading to substantial financial and reputational harm. Colossus SSP aims to clear its name and demonstrate its commitment to ethical business practices.