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Alliance Data Systems Corp – ‘10-K’ for 12/31/18 – ‘EX-101.DEF’

On:  Tuesday, 2/26/19, at 8:27am ET   ·   For:  12/31/18   ·   Accession #:  1101215-19-48   ·   File #:  1-15749

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  As Of               Filer                 Filing    For·On·As Docs:Size

 2/26/19  Alliance Data Systems Corp        10-K       12/31/18  116:29M

Annual Report   —   Form 10-K   —   Sect. 13 / 15(d) – SEA’34
Filing Table of Contents

Document/Exhibit                   Description                      Pages   Size 

 1: 10-K        Annual Report                                       HTML   2.71M 
 2: EX-10.110   Material Contract                                   HTML     59K 
 3: EX-10.111   Material Contract                                   HTML     51K 
 4: EX-10.112   Material Contract                                   HTML     84K 
 5: EX-10.115   Material Contract                                   HTML     52K 
 6: EX-21       Subsidiaries List                                   HTML     73K 
 7: EX-23.1     Consent of Experts or Counsel                       HTML     32K 
 8: EX-31.1     Certification -- §302 - SOA'02                      HTML     38K 
 9: EX-31.2     Certification -- §302 - SOA'02                      HTML     38K 
10: EX-32.1     Certification -- §906 - SOA'02                      HTML     37K 
11: EX-32.2     Certification -- §906 - SOA'02                      HTML     37K 
18: R1          Document and Entity Information                     HTML     58K 
19: R2          Consolidated Balance Sheets                         HTML    141K 
20: R3          Consolidated Balance Sheets (Parenthetical)         HTML     42K 
21: R4          Consolidated Statements of Income                   HTML    101K 
22: R5          Consolidated Statements of Comprehensive Income     HTML     74K 
23: R6          Consolidated Statements of Stockholders' Equity     HTML     78K 
24: R7          Consolidated Statements of Cash Flows               HTML    147K 
25: R8          Description of Business and Basis of Presentation   HTML     62K 
26: R9          Summary of Significant Accounting Policies          HTML    248K 
27: R10         Revenue                                             HTML    288K 
28: R11         Acquisitions                                        HTML     55K 
29: R12         Credit Card and Loan Receivables                    HTML    386K 
30: R13         Inventories, Net                                    HTML     34K 
31: R14         Other Investments                                   HTML    184K 
32: R15         Redemption Settlement Assets                        HTML    182K 
33: R16         Property and Equipment                              HTML     60K 
34: R17         Intangible Assets and Goodwill                      HTML    222K 
35: R18         Accrued Expenses                                    HTML     49K 
36: R19         Debt                                                HTML    242K 
37: R20         Derivative Instruments                              HTML    116K 
38: R21         Commitments and Contingencies                       HTML    169K 
39: R22         Stockholders' Equity                                HTML    216K 
40: R23         Employee Benefit Plans                              HTML     51K 
41: R24         Accumulated Other Comprehensive Loss                HTML     95K 
42: R25         Income Taxes                                        HTML    225K 
43: R26         Financial Instruments                               HTML    332K 
44: R27         Parent-Only Financial Statements                    HTML    203K 
45: R28         Segment Information                                 HTML    447K 
46: R29         Quarterly Results of Operations (Unaudited)         HTML    144K 
47: R30         Schedule Ii Consolidated Valuation and Qualifying   HTML     77K 
                Accounts                                                         
48: R31         Summary of Significant Accounting Policies          HTML    305K 
                (Policies)                                                       
49: R32         Description of Business and Basis of Presentation   HTML     49K 
                (Tables)                                                         
50: R33         Summary of Significant Accounting Policies          HTML    194K 
                (Tables)                                                         
51: R34         Revenue (Tables)                                    HTML    267K 
52: R35         Acquisitions (Tables)                               HTML     53K 
53: R36         Credit Card and Loan Receivables (Tables)           HTML    367K 
54: R37         Other Investments (Tables)                          HTML    185K 
55: R38         Redemption Settlement Assets (Tables)               HTML    182K 
56: R39         Property and Equipment (Tables)                     HTML     58K 
57: R40         Intangible Assets and Goodwill (Tables)             HTML    220K 
58: R41         Accrued Expenses (Tables)                           HTML     47K 
59: R42         Debt (Tables)                                       HTML    210K 
60: R43         Derivative Instruments (Tables)                     HTML    104K 
61: R44         Commitments and Contingencies (Tables)              HTML    162K 
62: R45         Stockholders' Equity (Tables)                       HTML    196K 
63: R46         Accumulated Other Comprehensive Loss (Tables)       HTML     94K 
64: R47         Income Taxes (Tables)                               HTML    222K 
65: R48         Financial Instruments (Tables)                      HTML    321K 
66: R49         Parent-Only Financial Statements (Tables)           HTML    205K 
67: R50         Segment Information (Tables)                        HTML    445K 
68: R51         Quarterly Results of Operations (Unaudited)         HTML    144K 
                (Tables)                                                         
69: R52         Description of Business and Basis of Presentation   HTML     46K 
                (Details)                                                        
70: R53         SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES -        HTML     32K 
                Allowance for Loan Loss (Details)                                
71: R54         SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES          HTML     40K 
                Property and Equipment (Details)                                 
72: R55         SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES          HTML     37K 
                Goodwill and Other Intangible Assets (Details)                   
73: R56         SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES Revenue  HTML     82K 
                Recognition and Earnings Per Share (Details)                     
74: R57         SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES -        HTML     75K 
                Recently Issued Accounting Standards - Leases                    
                (Details)                                                        
75: R58         SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES -        HTML     76K 
                Recently Adopted Accounting Standards (Details)                  
76: R59         Revenue (Details)                                   HTML    165K 
77: R60         Revenue - Contract Assets and Liabilities           HTML     88K 
                (Details)                                                        
78: R61         REVENUE - Performance Obligation (Details)          HTML     53K 
79: R62         Acquisitions (Details)                              HTML     61K 
80: R63         CREDIT CARD AND LOAN RECEIVABLES - Allowance for    HTML    117K 
                Loan Loss and Delinquencies (Details)                            
81: R64         CREDIT CARD AND LOAN RECEIVABLES - Troubled Debt    HTML     44K 
                Restructurings (Details)                                         
82: R65         CREDIT CARD AND LOAN RECEIVABLES - Age of Credit    HTML     58K 
                Card and Loan Receivable Accounts (Details)                      
83: R66         CREDIT CARD AND LOAN RECEIVABLES - Credit Quality   HTML     57K 
                (Details)                                                        
84: R67         CREDIT CARD AND LOAN RECEIVABLES - Securitized      HTML     70K 
                Credit Card Receivables (Details)                                
85: R68         Inventories, Net (Details)                          HTML     33K 
86: R69         Other Investments (Details)                         HTML    124K 
87: R70         Redemption Settlement Assets (Details)              HTML     93K 
88: R71         Property and Equipment (Details)                    HTML     60K 
89: R72         INTANGIBLE ASSETS AND GOODWILL - Finite Lived       HTML    102K 
                Assets and Indefinite Lived Assets (Details)                     
90: R73         INTANGIBLE ASSETS AND GOODWILL - Maturity Schedule  HTML     63K 
                (Details)                                                        
91: R74         INTANGIBLE ASSETS AND GOODWILL - Goodwill           HTML     48K 
                Information (Details)                                            
92: R75         Accrued Expenses (Details)                          HTML     41K 
93: R76         Debt (Details)                                      HTML    406K 
94: R77         DERIVATIVE INSTRUMENTS - Designated and Not         HTML     56K 
                Designated Instruments (Details)                                 
95: R78         DERIVATIVE INSTRUMENTS - Activity and Location of   HTML     76K 
                Outstanding Derivatives (Details)                                
96: R79         COMMITMENTS AND CONTINGENCIES - Cardholders         HTML     75K 
                (Details)                                                        
97: R80         COMMITMENTS AND CONTINGENCIES - Litigation and      HTML     78K 
                Regulatory Matters (Details)                                     
98: R81         STOCKHOLDERS' EQUITY - Stock Repurchase Programs    HTML     69K 
                (Details)                                                        
99: R82         STOCKHOLDERS' EQUITY - Stock Compensation Plans     HTML     49K 
                (Details)                                                        
100: R83         STOCKHOLDERS' EQUITY - Restricted Stock Unit        HTML    171K  
                Awards and Stock Options (Details)                               
101: R84         Employee Benefit Plans (Details)                    HTML    103K  
102: R85         Accumulated Other Comprehensive Loss (Details)      HTML     61K  
103: R86         INCOME TAXES - Components of Income Tax and         HTML    158K  
                Reconciliation and Deferred Taxes (Details)                      
104: R87         INCOME TAXES - Operating Loss Carryforward          HTML     90K  
                (Details)                                                        
105: R88         FINANCIAL INSTRUMENTS - Fair Value of Instruments   HTML     67K  
                (Details)                                                        
106: R89         FINANCIAL INSTRUMENTS - Fair Value Level            HTML     67K  
                Disclosure (Details)                                             
107: R90         FINANCIAL INSTRUMENTS - Significant Unobservable    HTML     40K  
                Input Information (Details)                                      
108: R91         FINANCIAL INSTRUMENTS - Assets and Liabilities Not  HTML     53K  
                Carried at Fair Value (Details)                                  
109: R92         Parent-Only Financial Statements (Details)          HTML    188K  
110: R93         SEGMENT INFORMATION - Financial Information         HTML    124K  
                (Details)                                                        
111: R94         SEGMENT INFORMATION - Geographic Information        HTML     71K  
                (Details)                                                        
112: R95         Quarterly Results of Operations (Unaudited)         HTML     73K  
                (Details)                                                        
113: R96         Schedule Ii Consolidated Valuation and Qualifying   HTML     42K  
                Accounts (Details)                                               
115: XML         IDEA XML File -- Filing Summary                      XML    208K  
114: EXCEL       IDEA Workbook of Financial Reports                  XLSX    169K  
12: EX-101.INS  XBRL Instance -- ads-20181231                        XML   9.10M 
14: EX-101.CAL  XBRL Calculations -- ads-20181231_cal                XML    453K 
15: EX-101.DEF  XBRL Definitions -- ads-20181231_def                 XML   1.13M 
16: EX-101.LAB  XBRL Labels -- ads-20181231_lab                      XML   2.95M 
17: EX-101.PRE  XBRL Presentations -- ads-20181231_pre               XML   1.90M 
13: EX-101.SCH  XBRL Schema -- ads-20181231                          XSD    419K 
116: ZIP         XBRL Zipped Folder -- 0001101215-19-000048-xbrl      Zip    459K  


‘EX-101.DEF’   —   XBRL Definitions — ads-20181231_def


This Exhibit is an XBRL XML File.


                                                                                                                                                                                
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4 Subsequent Filings that Reference this Filing

  As Of               Filer                 Filing    For·On·As Docs:Size             Issuer                      Filing Agent

 2/20/24  Bread Financial Holdings, Inc.    10-K       12/31/23  128:15M
 2/28/23  Bread Financial Holdings, Inc.    10-K       12/31/22  135:20M
 2/25/22  Bread Financial Holdings, Inc.    10-K       12/31/21  110:23M
 2/26/21  Bread Financial Holdings, Inc.    10-K       12/31/20  135:28M
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