Consolidated Statements of Changes in Deficit - USD ($) $ in Thousands		Total	Aimtell, PushPros and Aramis	Crisp Results	Prism Data	Smarter Chaos		Class A Common Stock	Class B Common Stock	Total Stockholders' Deficit	Total Stockholders' Deficit Aimtell, PushPros and Aramis	Total Stockholders' Deficit Crisp Results	Total Stockholders' Deficit Prism Data	Total Stockholders' Deficit Smarter Chaos	[1]	Common Stock	Common Stock Class A Common Stock	Common Stock Class A Common Stock Aimtell, PushPros and Aramis	Common Stock Class A Common Stock Crisp Results	Common Stock Class A Common Stock Prism Data	Common Stock Class A Common Stock Smarter Chaos		Common Stock Class B Common Stock	Common Stock Class B Common Stock Prism Data	Additional Paid-in Capital	Additional Paid-in Capital Aimtell, PushPros and Aramis	Additional Paid-in Capital Crisp Results	Additional Paid-in Capital Prism Data	Additional Paid-in Capital Smarter Chaos	[1]	Treasury Stock	Cumulative Deficit	Non- controlling Interest	Non- controlling Interest Aimtell, PushPros and Aramis	Non- controlling Interest Crisp Results
Beginning balance (in shares) at Dec. 31, 2020																	32,393,000						25,999,000
Beginning balance at Dec. 31, 2020		$ (95,685)								$ (51,167)							$ 3						$ 3		$ (48,027)							$ (3,146)	$ (44,518)
Increase (Decrease) in Stockholders' Equity [Roll Forward]
Net (loss) income		6,193								2,202																						2,202	3,991
Shares issued in connection with acquisition (in shares)																		1,293,000	1,595,000
Shares issued in connection with acquisition			$ 14,889	$ 19,823							$ 8,688	$ 11,567														$ 8,688	$ 11,567							$ 6,201	$ 8,256
Exercise of warrants to issue Class A Common Stock (in shares)																	1,000
Exercise of warrants to issue Class A Common Stock		17								17															17
Stock issued during period, conversion of convertible securities (in shares)																				(300,000)	(154,000)	[1]		(300,000)
Stock issued during period, conversion of convertible securities					$ 192	$ 392	[1]						$ 192	$ 392														$ 192	$ 392
Directors and employee vested units issued (in shares)																490,000
Stock-based compensation		6,840								6,840															6,840
Distributions to non-controlling interest holders	[2]	(198)																															(198)
Correction of Business Combination Tax Receivable Agreement		(322)								(322)															(322)
Impact of transactions affecting non-controlling interest	[3]	0								(4,707)															(4,707)								4,707
Other	[4]	41								121															121								(80)
Ending balance (in shares) at Dec. 31, 2021								36,225,611	25,699,464								36,226,000						25,699,000
Ending balance at Dec. 31, 2021		(47,818)								(26,177)							$ 3						$ 3		(25,239)						$ 0	(944)	(21,641)
Increase (Decrease) in Stockholders' Equity [Roll Forward]
Net (loss) income		(52,500)								(31,952)																						(31,952)	(20,548)
Shares issued in connection with acquisition (in shares)																			2,989,000
Shares issued in connection with acquisition				$ 10,000		$ 0	[5]					$ 10,000							$ 1								$ 9,999
Stock issued during period, conversion of convertible securities (in shares)	[5]																				(153,000)
Shares issued under the 2020 Omnibus Incentive Plan (in shares)																	726,000
Shares issued under the 2020 Omnibus Incentive Plan		0
Stock-based compensation		7,125								7,125															7,125
Distributions to non-controlling interest holders	[6]	(573)																															(573)
Treasury shares purchased under the 2020 Omnibus Incentive Plan (in shares)																	(137,000)
Treasury stock purchased under the 2020 Omnibus Incentive Plan		(181)								(181)																					(181)
Impact of transactions affecting non-controlling interest	[7]	$ 0								(5,939)															(5,939)								5,939
Ending balance (in shares) at Dec. 31, 2022		25,699,000						39,956,708	25,699,464
Ending balance (in shares) (Change In Percent Calculation) at Dec. 31, 2022																	39,957,000						25,699,000
Ending balance at Dec. 31, 2022		$ (83,947)
Ending balance (Change In Percent Calculation) at Dec. 31, 2022		$ (83,947)								$ (47,124)							$ 4						$ 3		$ (14,054)						$ (181)	$ (32,896)	$ (36,823)

[1] On June 30, 2021, the sellers of SmarterChaos redeemed approximately one-half of their non-controlling interest held through DMSH Units in exchange for Class A Common Stock in DMS Inc. The non-controlling interest held by the Sellers of SmarterChaos did not include related Class B Common Stock to be retired upon redemption.

[2] Represents tax distribution to former owners of Prism, Clairvest and the Sellers of SmarterChaos.

[3] The carrying amount of non-controlling interest was adjusted primarily to reflect the change in ownership interest caused by additional controlling shares contributed as a result of the Crisp acquisition and non-controlling redemptions by Prism and the Sellers of SmarterChaos.

[4] Includes costs associated with the issuance of equity shares, other distribution costs, and other tax adjustments associated with the Tax Receivable Agreement.

[5] On January 17, 2022, the Sellers of SmarterChaos redeemed their remaining non-controlling interest held through DMSH Units in exchange for 153 thousand shares of Class A Common Stock in DMS, Inc. The non-controlling interest held by the Sellers of SmarterChaos did not include related Class B Common Stock to be retired upon redemption.

[6] Represents tax distributions to shareholders Prism, Clairvest and the Sellers of SmarterChaos. As of December 31, 2022, $10 thousand of these distributions have not been paid.

[7] The carrying amount of non-controlling interest was adjusted primarily to reflect the change in ownership interest caused by additional DMSH units redeemed and issued to Class A Common Stock by the Sellers of SmarterChaos, shares issued in connection with the Crisp Earnout and shares issued under the 2020 Omnibus Incentive Plan.