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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
1326952	L Charles Horn	7500 Dallas Parkway, Suite 700 Plano TX 75024	Evp & Chief Financial Officer	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	Explanation
Common Stock	Disposition	2011-05-05	5,200	$92.59	28,248	No	4	S	Direct

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

Footnotes

The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $92.59 to $92.625, inclusive. The reporting person undertakes to provide to Alliance Data Systems Corporation, any security holder of Alliance Data Systems Corporation, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth herein.
The total number of securities beneficially owned includes: (a) 252 unrestricted shares; (b) 3,281 unvested units from an original award of 4,896 time-based restricted stock units granted 12/21/09; (c) 2,228 unvested units from an award of 3,324 time-based restricted stock units granted 2/22/10; (d) 9,484 unvested units from an award of 14,226 performance-based restricted stock units granted 2/22/10; (e) 2,600 unvested time-based restricted stock units granted 3/21/11; and (f) 10,403 unvested performance-based restricted stock units granted 3/21/11.