Sec Form 4 Filing - McConnaughey Tammy M @ ALLIANCE DATA SYSTEMS CORP - 2022-02-15

FORM 4 Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934, Section 17(a) of the Public Utility Holding Company Act of 1935 or Section 30(h) of the Investment Company Act of 1940

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1. Name and Address of Reporting Person McConnaughey Tammy M 2. Issuer Name and Ticker or Trading Symbol ALLIANCE DATA SYSTEMS CORP [ ADS] 5. Relationship of Reporting Person(s) to Issuer (Check all applicable) _____ Director _____ 10% Owner X __ Officer (give title below) _____ Other (specify below) EVP, Opn's & Credit Risk, Card (Last) (First) (Middle) 3095 LOYALTY CIRCLE 3. Date of Earliest Transaction (MM/DD/YY) 02/15/2022 (Street) COLUMBUS, OH43219 4. If Amendment, Date Original Filed (MM/DD/YY) 6. Individual or Joint/Group Filing (Check Applicable Line) __ X __ Form filed by One Reporting Person _____ Form filed by More than One Reporting Person (City) (State) (Zip)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned 1.Title of Security (Instr. 3) 2. Transaction Date (MM/DD/YY) 2A. Deemed Execution Date, if any (MM/DD/YY) 3. Transaction Code (Instr. 8) 4. Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5) 5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4) 6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4) Code V Amount (A) or (D) Price Common Stock 02/15/2022 A( 1 ) 6,077 A 47,933.055 D Common Stock 02/15/2022 A( 2 ) 9,115 A 57,048.055 D Common Stock 02/15/2022 F( 3 ) 132 D $ 71.61 56,916.055 D Common Stock 02/16/2022 F( 3 ) 1,827 D $ 72.48 55,089.055( 4 ) D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned ( e.g. , puts, calls, warrants, options, convertible securities) 1. Title of Derivative Security (Instr. 3) 2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (MM/DD/YY) 3A. Deemed Execution Date, if any (MM/DD/YY) 4. Transaction Code (Instr. 8) 5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4, and 5) 6. Date Exercisable and Expiration Date (MM/DD/YY) 7. Title and Amount of Underlying Securities (Instr. 3 and 4) 8. Price of Derivative Security (Instr. 5) 9. Number of Derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form of Derivative Security: Direct (D) or Indirect ( I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4) Code V (A) (D) Date Exercisable Expiration Date Title Amount or Number of Shares

Reporting Owners Reporting Owner Name / Address Relationships Director 10% Owner Officer Other McConnaughey Tammy M 3095 LOYALTY CIRCLE COLUMBUS, OH43219 EVP, Opn's & Credit Risk, Card Signatures Benjamin L. Morgan, Attorney in Fact 02/17/2022 Signature of Reporting Person Date

Explanation of Responses:

( 1 )The new grant is for 6,077 shares of common stock represented by time-based restricted stock units. The restrictions will lapse on 2,005 units on each of 2/15/23 and 2/15/24 and on 2,067 units on 2/18/25, subject to continued employment by the Reporting Person on the vesting dates. ( 2 )The new grant is for 9,115 shares of common stock represented by performance-based restricted stock units, which may be adjusted up or down at the time the performance restriction lapses. The restriction may lapse with respect to 100% of such shares on 2/18/25 contingent on meeting predetermined performance measures and subject to continued employment by the Reporting Person on the vesting date. ( 3 )Shares withheld by the Company to satisfy the Reporting Person's tax withholding obligation upon the vesting of restricted stock units. ( 4 )The total number of securities beneficially owned includes: (a) 18,633.055 unrestricted shares; (b) 1,367 unvested units from an award of 1,946 time-based restricted stock units granted 2/18/20; (c) 10,497 unvested units from an award of 15,667 time-based restricted stock units granted 2/16/21; (d) 9,400 unvested performance-based restricted stock units granted 2/16/21; (e) the new grant for 6,077 time-based restricted stock units; and (f) the new grant for 9,115 performance-based restricted stock units.

Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.

* If the form is filed by more than one reporting person, see Instruction 4(b)(v).

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