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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
1241732	M Lawrence Benveniste	7500 Dallas Parkway, Suite 700 Plano TX 75024		Yes	No	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	Disposition	2012-02-06	1,695	$116.22	9,080	No	4	S	Direct
Common Stock	Acquisiton	2012-02-06	3,724	$41.77	12,804	No	4	M	Direct
Common Stock	Disposition	2012-02-06	3,724	$116.02	9,080	No	4	S	Direct
Common Stock	Acquisiton	2012-02-06	1,000	$36.88	10,080	No	4	M	Direct
Common Stock	Disposition	2012-02-06	1,000	$116.06	9,080	No	4	S	Direct

Equity Swap Involved	Form Type	Code	Nature of Ownership
No	4	S	Direct
No	4	M	Direct
No	4	S	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	2012-02-06	3,724	$0.00	3,724	$41.77
Common Stock	Employee Stock Option (Right to Buy)	Disposition	2012-02-06	1,000	$0.00	1,000	$36.88

Remaning Holdings	Exercise Date	Expiration Date	Equity Swap Involved	Transaction Form Type	Transaction Code	Nature of Ownership
6,059		2014-07-01	No	4	M	Direct
5,059		2015-06-10	No	4	M	Direct

Footnotes

The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $116.18 to $116.24, 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 ranges set forth in footnotes (1) and (2) to this Form 4.
The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $115.96 to $116.06, inclusive.
The total amount of securities beneficially owned includes: (a) 2,388 unvested restricted stock units granted 7/1/08; (b) 3,333 unvested restricted stock units granted 7/1/09; (c) 2,024 unvested restricted stock units granted 6/30/2010; and (d) 1,335 unvested restricted stock units granted 6/30/11.
This is an employee stock option grant that is fully vested.
The total number of derivative securities beneficially owned includes: (a) an option for 2,547 shares out of an original 3,547 shares granted 6/10/05, which is fully vested; and (b) an option for 2,512 shares granted 6/12/06, which is fully vested.