<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>144</submissionType>
    <filerInfo>
      <filer>
        <filerCredentials>
          <!-- Field: Pseudo-Tag; ID: Name; Data: SMITH W KEITH -->
          <cik>0001203452</cik>
          <ccc>XXXXXXXX</ccc>
        </filerCredentials>
      </filer>
      <liveTestFlag>LIVE</liveTestFlag>


    </filerInfo>
  </headerData>
  <formData>
    <issuerInfo>
      <issuerCik>0001880613</issuerCik>
      <issuerName>Direct Digital Holdings, Inc.</issuerName>
      <secFileNumber>001-41261</secFileNumber>
      <issuerAddress>
        <com:street1>1177 West Loop South</com:street1>
        <com:street2>Suite 1310</com:street2>
        <com:city>Houston</com:city>
        <com:stateOrCountry>TX</com:stateOrCountry>
        <com:zipCode>77027</com:zipCode>
      </issuerAddress>
      <issuerContactPhone>832-402-1051</issuerContactPhone>
      <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>Keith Smith</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
      <relationshipsToIssuer>
        <relationshipToIssuer>Officer</relationshipToIssuer>
      </relationshipsToIssuer>
    </issuerInfo>
    <securitiesInformation>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <brokerOrMarketmakerDetails>
        <name>APEX CLEARING</name>
        <address>
          <com:street1>350 N ST. PAUL ST</com:street1>
          <com:street2>SUITE 300</com:street2>
          <com:city>DALLAS</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>75201</com:zipCode>
        </address>
      </brokerOrMarketmakerDetails>
      <noOfUnitsSold>208013</noOfUnitsSold>
      <aggregateMarketValue>401465.00</aggregateMarketValue>
      <noOfUnitsOutstanding>14670000</noOfUnitsOutstanding>
      <approxSaleDate>11/15/2024</approxSaleDate>
      <securitiesExchangeName>Nasdaq</securitiesExchangeName>
    </securitiesInformation>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>06/10/2023</acquiredDate>
      <natureOfAcquisitionTransaction>Restricted Unit Vesting and Unit Conversion</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Direct Digital Holdings, Inc.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>15356</amountOfSecuritiesAcquired>
      <paymentDate>06/10/2023</paymentDate>
      <natureOfPayment>NA</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>03/13/2024</acquiredDate>
      <natureOfAcquisitionTransaction>Restricted Unit Vesting and Unit Conversion</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Direct Digital Holdings, Inc.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>16647</amountOfSecuritiesAcquired>
      <paymentDate>03/13/2024</paymentDate>
      <natureOfPayment>NA</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>03/20/2024</acquiredDate>
      <natureOfAcquisitionTransaction>Restricted Unit Vesting and Unit Conversion</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Direct Digital Holdings, Inc.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>32977</amountOfSecuritiesAcquired>
      <paymentDate>03/20/2024</paymentDate>
      <natureOfPayment>NA</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>06/10/2024</acquiredDate>
      <natureOfAcquisitionTransaction>Restricted Unit Vesting and Unit Conversion</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Direct Digital Holdings, Inc.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>12311</amountOfSecuritiesAcquired>
      <paymentDate>06/10/2024</paymentDate>
      <natureOfPayment>NA</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>12/06/2023</acquiredDate>
      <natureOfAcquisitionTransaction>Restricted Unit Vesting and Unit Conversion</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Direct Digital Holdings, Inc.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>130722</amountOfSecuritiesAcquired>
      <paymentDate>12/06/2023</paymentDate>
      <natureOfPayment>NA</natureOfPayment>
    </securitiesToBeSold>
    <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
    <remarks>130,722 shares acquired through SKW Financial, LLC</remarks>
    <noticeSignature>
      <noticeDate>11/15/2024</noticeDate>
      <signature>/s/ Keith Smith</signature>
    </noticeSignature>
  </formData>
</edgarSubmission>
