Direct Digital Holdings Unifies Orange 142 and Huddled Masses to Power Client Growth in Digital Marketing and Advertising
Direct Digital Holdings (Nasdaq: DRCT) announced the merger of its buy-side businesses, Orange 142 and Huddled Masses, under the Orange 142 brand. The unified company aims to better serve small and mid-sized businesses (SMBs) in digital advertising. The merger combines resources to provide more comprehensive digital marketing services, including influencer marketing, organic social media strategies, and technical services. The consolidated Orange 142 now manages over 2,000 campaigns annually for hundreds of small and mid-sized clients across all major demand-side platforms (DSP), focusing on maximizing ROI and reducing client acquisition costs.
Direct Digital Holdings (Nasdaq: DRCT) ha annunciato la fusione delle proprie attività di acquisto, Orange 142 e Huddled Masses, sotto il marchio Orange 142. L'azienda unificata si propone di servire meglio le piccole e medie imprese (PMI) nel campo della pubblicità digitale. La fusione combina risorse per offrire servizi di marketing digitale più completi, inclusi marketing degli influencer, strategie di social media organico e servizi tecnici. L'aggregato Orange 142 gestisce ora oltre 2.000 campagne annualmente per centinaia di clienti piccoli e medi su tutte le principali piattaforme di domanda (DSP), concentrandosi sulla massimizzazione del ROI e sulla riduzione dei costi di acquisizione dei clienti.
Direct Digital Holdings (Nasdaq: DRCT) anunció la fusión de sus negocios de compra, Orange 142 y Huddled Masses, bajo la marca Orange 142. La empresa unificada pretende servir mejor a las pequeñas y medianas empresas (pymes) en publicidad digital. La fusión combina recursos para ofrecer servicios de marketing digital más completos, incluidos marketing de influenciadores, estrategias de redes sociales orgánicas y servicios técnicos. La consolidada Orange 142 ahora gestiona más de 2,000 campañas anualmente para cientos de clientes pequeños y medianos en todas las principales plataformas del lado de la demanda (DSP), enfocándose en maximizar el ROI y reducir los costos de adquisición de clientes.
Direct Digital Holdings(나스닥: DRCT)는 자사 구매 비즈니스인 Orange 142와 Huddled Masses를 Orange 142 브랜드로 통합한다고 발표했습니다. 통합된 회사는 디지털 광고에서 중소기업(SMB)을 더욱 잘 지원하려고 합니다. 이번 합병은 인플루언서 마케팅, 유기적 소셜 미디어 전략 및 기술 서비스를 포함하여 보다 포괄적인 디지털 마케팅 서비스를 제공하기 위해 자원을 결합합니다. 통합된 Orange 142는 이제 연간 2,000개 이상의 캠페인을 관리합니다 그리고 모든 주요 수요측 플랫폼(DSP)을 통해 수백 개의 중소 고객을 대상으로 하고 있으며, 투자 수익(ROI)을 극대화하고 고객 확보 비용을 줄이는 데 중점을 둡니다.
Direct Digital Holdings (Nasdaq: DRCT) a annoncé la fusion de ses activités d'achat, Orange 142 et Huddled Masses, sous la marque Orange 142. La société unifiée vise à mieux servir les petites et moyennes entreprises (PME) dans la publicité numérique. La fusion combine des ressources pour offrir des services de marketing numérique plus complets, notamment le marketing d'influence, des stratégies de médias sociaux organiques et des services techniques. La société consolidée Orange 142 gère désormais plus de 2 000 campagnes par an pour des centaines de clients petits et moyens sur toutes les principales plateformes du côté de la demande (DSP), en se concentrant sur la maximisation du ROI et la réduction des coûts d'acquisition des clients.
Direct Digital Holdings (Nasdaq: DRCT) gab die Fusion seiner Kaufgeschäfte, Orange 142 und Huddled Masses, unter der Marke Orange 142 bekannt. Das vereinte Unternehmen möchte kleinen und mittleren Unternehmen (KMU) im Bereich der digitalen Werbung besser dienen. Die Fusion kombiniert Ressourcen, um umfassendere digitale Marketingdienste anzubieten, einschließlich Influencer-Marketing, organische Social-Media-Strategien und technische Dienstleistungen. Das konsolidierte Orange 142 verwaltet nun jährlich über 2.000 Kampagnen für Hunderte von kleinen und mittleren Kunden auf allen wichtigen Demand-Side-Plattformen (DSP) und konzentriert sich darauf, den ROI zu maximieren und die Kundenakquisitionskosten zu senken.
- Strategic consolidation of two businesses improves operational efficiency
- Expanded service offerings including influencer marketing and technical services
- Manages over 2,000 campaigns annually across major DSPs
- Integration enables better resource utilization and comprehensive client solutions
- None.
Insights
The merger of Orange 142 and Huddled Masses under DDH represents a strategic consolidation in the digital advertising space, particularly targeting the underserved SMB market. The unified entity now manages over 2,000 campaigns annually for hundreds of small and mid-sized clients, indicating significant operational scale. This consolidation should drive operational efficiencies through shared resources and expanded service offerings.
The integration strengthens DDH's competitive position in key growth areas like CTV, OTT and retail media, while their two-sided business model combining buy-side planning with the Colossus SSP creates a unique value proposition. The focus on SMBs is particularly strategic given the growing digital ad spend in this segment and the lack of sophisticated solutions tailored to their needs.
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
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.
View original content to download multimedia:https://www.prnewswire.com/news-releases/direct-digital-holdings-unifies-orange-142-and-huddled-masses-to-power-client-growth-in-digital-marketing-and-advertising-302292647.html
SOURCE Direct Digital Holdings
FAQ
What is the purpose of Direct Digital Holdings (DRCT) merging Orange 142 and Huddled Masses?
How many campaigns does the unified Orange 142 (DRCT) manage annually?
What new services will Orange 142 (DRCT) offer after the merger?
