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Filing Details

Issuer

Cik	Name	Symbol	Sector (SIC)	IRS No
1101215	Alliance Data Systems Corp	ADS	Services-Business Services, Nec (7389)	311429215

Insiders

Cik	Name	Reported Address	Insider Title	Director	Officer	Large Shareholder	Other
1160117	M Alan Utay	17655 Waterview Parkway Dallas TX 75252-8012	Evp, Cao, Gen. Counsel, Secy	No	Yes	No	No

Reported Non-Derivative Transactions

Sec. Name	Acquisiton - Disposition	Date	Amount	Price	Remaning Holdings	Equity Swap Involved	Form Type	Code	Nature of Ownership
Common Stock	Acquisiton	2010-04-26	29,900	$14.93	113,328	No	4	M	Direct
Common Stock	Acquisiton	2010-04-26	13,182	$14.67	126,510	No	4	M	Direct
Common Stock	Disposition	2010-04-26	43,082	$76.31	83,428	No	4	S	Direct

Equity Swap Involved	Form Type	Code	Nature of Ownership
No	4	M	Direct
No	4	M	Direct
No	4	S	Direct

Reported Derivative Transactions

Sec. Name	Sec. Type	Acquisiton - Disposition	Date	Amount	Price	Amount - 2	Price - 2
Common Stock	Employee Stock Option (Right to Buy)	Disposition	2010-04-26	29,900	$0.00	29,900	$14.93
Common Stock	Employee Stock Option (Right to Buy)	Disposition	2010-04-26	13,182	$0.00	13,182	$14.67

Remaning Holdings	Exercise Date	Expiration Date	Equity Swap Involved	Transaction Form Type	Transaction Code	Nature of Ownership
111,693		2011-08-29	No	4	M	Direct
98,511		2012-09-25	No	4	M	Direct

Footnotes

The total number of securities beneficially owned includes: (a) 38,342 unrestricted shares; (b) 16,674 unvested shares from an original award of 49,041 time-based restricted stock units granted 4/28/08; (c) 11,792 unvested shares from an award of 17,600 performance-based restricted stock units granted 2/23/09; (d) 3,324 unvested time-based restricted stock units granted 2/22/10; and (e) 13,296 unvested performance-based restricted stock units granted 2/22/10.
This is an employee stock option grant that is fully vested.
The total number of derivative securities beneficially owned includes: (a) an option for 28,919 shares granted 6/24/03, which is fully vested; (b) an option for 29,472 shares granted 2/2/04, which is fully vested; (c) an option for 13,812 shares granted 2/3/05, which is fully vested; (d) an option for 16,565 shares granted 2/13/06, which is fully vested; and (e) an option for 9,743 shares granted 2/21/07, which is fully vested.