New York, Jan 23, 2026, 05:41 ET — Premarket
- DRCT surged 71% in premarket trading after climbing nearly 30% on Thursday
- Nasdaq’s bid-price deadline on Jan. 30 maintains the threat of delisting
- The January reverse stock split cut the Class A share count, reducing supply
Shares of Direct Digital Holdings, Inc. surged 71% to $3.95 in premarket action by 5:31 a.m. ET Friday, following a 29.8% gain to $2.31 at Thursday’s close. During regular trading, the stock fluctuated between $1.79 and $2.54, with volume spiking to roughly 11.8 million shares. (StockAnalysis)
The sudden move is significant as the Nasdaq clock keeps ticking. Direct Digital must regain compliance with the exchange’s $1 minimum bid-price rule by Jan. 30, according to a filing. The rule demands the stock close at or above $1 for at least 10 straight business days. (SEC)
The company attempted to recalibrate its share structure earlier this month with a 55-for-1 reverse stock split, effectively boosting the price per share. CEO Mark Walker described the move as an “important next step,” emphasizing the Nasdaq listing as “a key asset.” Following the split, Class A shares were expected to shrink from roughly 68.9 million to around 1.3 million, according to the company. (PR Newswire)
A separate filing this month brought another potential overhang into focus: shareholders gave the green light to issuing up to 100 million Class A shares through an equity reserve facility with New Circle Principle Investments LLC, plus roughly 41.8 million shares linked to a settlement. Equity reserve facilities, or equity lines, let companies drip stock into the market gradually. (Direct Digital Holdings)
The jump stood out, even as ad-tech stocks generally edged higher. Early trading showed Trade Desk, Magnite, and PubMatic each gaining roughly 4% to 5%.
Direct Digital operates its ad tech platform via Colossus SSP and Orange 142, but Friday’s early moves seemed driven more by structure than underlying fundamentals. The reverse split left far fewer shares available, so even small trades can send the price swinging sharply in either direction.
Premarket moves often amplify volatility, particularly with small caps, and the stock must meet Nasdaq’s criteria by month’s end. A drop back toward $1 would heighten delisting risks and put pressure on demand amid the threat of fresh share issuance.
Traders on Friday will be watching to see if the early rally sticks after markets open at 9:30 a.m. ET — and if Nasdaq delivers a compliance notice before the Jan. 30 cutoff. With no events scheduled on the company’s investor calendar, the listing decision looms as the next major trigger. (Direct Digital Holdings)
