X0306 4 2020-03-23 0001101215 ALLIANCE DATA SYSTEMS CORP ADS 0001158369 BALLOU ROGER H 3075 LOYALTY CIRCLE COLUMBUS OH 43219 1 0 0 0 Common Stock 2020-03-23 4 P 0 1200 28.7542 A 14243 D Common Stock 2020-03-23 4 P 0 2300 29.3439 A 16543 D The price reported in Column 4 is a weighted average price. These shares were purchased in multiple transactions at prices ranging from $28.03 to $29.00, 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 purchased 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 purchased in multiple transactions at prices ranging from $29.09 to $29.63, inclusive. The total amount of securities beneficially owned includes: (a) 7,521 unrestricted shares; (b) 1,367 unvested restricted stock units granted 6/30/10; (c) 1,915 unvested restricted stock units granted 6/30/11; (d) 1,374 unvested restricted stock units granted 6/29/12; (e) 679 unvested restricted stock units granted 7/1/13; (f) 489 unvested restricted stock units granted 7/1/14; (g) 418 unvested restricted stock units granted 6/29/15; (h) 602 unvested restricted stock units granted 6/27/16; (i) 564 unvested restricted stock units granted 6/26/17; (j) 655 unvested restricted stock units granted 6/25/18; and (k) 959 unvested restricted stock units granted 6/24/19. Cynthia L. Hageman, Attorney in Fact 2020-03-23