Direct Digital Holdings (DRCT) Stock Surges 24% on Colossus SSP’s 2025 Momentum Program Launch

Direct Digital Holdings (Nasdaq: DRCT) experienced a sharp 24% rise in its stock price, peaking at $0.3610 during Thursday's trading session. The surge followed an announcement from its subsidiary, Colossus SSP, unveiling the 2025 class of its Momentum program.

The Momentum initiative targets underrepresented digital media publishers, offering support as they enter the programmatic advertising space. Collaboration with Digitas, a global marketing agency known for inclusive media strategies, adds credibility to the program. Market reaction was immediate, reflecting Optimism about DRCT's commitment to media diversity and innovation.

Shares climbed rapidly in mid-morning trading before paring gains slightly NEAR the close. The program aligns with Direct Digital's broader strategy of fostering equity in digital advertising while strengthening its position in the sector.