Viant officer plans stock sales under Rule 144

Officer Lawrence Madden of DSP files a Rule 144 notice for plan-based stock sales, following several sizeable sales in July and August 2026.

Rhea-AI Filing Summary

Viant Technology Inc. (DSP) discloses that officer Lawrence Madden has filed a notice under Rule 144 to sell common stock through Goldman Sachs & Co. LLC under a selling plan dated June 17, 2026 intended to comply with Rule 10b5-1(c). The shares to be sold include multiple blocks acquired as compensation via Restricted Stock Units, such as 4,662 shares acquired March 15, 2024, 19,135 shares acquired June 10, 2026, and 9,967 shares acquired March 10, 2023, as well as 17,940 Class B shares acquired February 10, 2021 that are to be converted to Class A common in connection with any sales. The filing also lists prior sales during the past three months by Madden, including 27,451 shares of common stock sold on August 11, 2026 for $358,515.55 and several smaller transactions in July 2026.

Key Figures

Shares sold July 6, 2026: 10,097 shares Shares sold July 7, 2026: 9,149 shares Shares sold July 8, 2026: 11,273 shares +5 more

8 metrics

Shares sold July 6, 2026 10,097 shares Common stock sold by Lawrence Madden during the past 3 months

Shares sold July 7, 2026 9,149 shares Common stock sold by Lawrence Madden during the past 3 months

Shares sold July 8, 2026 11,273 shares Common stock sold by Lawrence Madden during the past 3 months

Shares sold August 11, 2026 27,451 shares Largest reported sale in the past 3 months by Lawrence Madden

Proceeds August 11, 2026 sale $358,515.55 Total consideration for 27,451 shares of common stock

RSU shares acquired June 10, 2026 19,135 shares Common stock acquired as compensation via Restricted Stock Units to be sold

Class B shares from February 10, 2021 17,940 shares Class B common shares to be converted to Class A in connection with any sales

Date of selling plan June 17, 2026 Date of selling plan intended to comply with Rule 10b5-1(c)

Key Terms

Rule 144, Restricted Stock Units, Rule 10b5-1(c), selling plan, +1 more

5 terms

Rule 144 regulatory

"See the definition of "person" in paragraph (a) of Rule 144."

Rule 144 is a U.S. securities regulation that sets conditions under which restricted or insider-held shares can be legally resold to the public, such as required holding periods, availability of public information, limits on how much can be sold at once, and certain filing requirements. For investors it matters because it determines when previously locked-up shares can enter the market — like a release valve that can increase supply, affect share price, and signal insider intent.

Restricted Stock Units financial

"Acquired as compensation -- Restricted Stock Units"

Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.

Rule 10b5-1(c) regulatory

"selling plan dated 06/17/2026 that is intended to comply with Rule 10b5-1(c)"

Rule 10b5-1(c) is an SEC guideline that lets company insiders set up a written, pre-planned schedule to buy or sell their company stock when they are not in possession of material, nonpublic information. For investors, it matters because such plans can reduce the appearance of insider trading by separating decisions from inside knowledge—like putting your trades on autopilot—while also requiring scrutiny since pre-planned trades can still affect market confidence and share value.

selling plan financial

"sales of shares set forth herein are made in connection with a selling plan"

Class B common shares financial

"Acquired Class B common shares from Issuer in private transaction"

Class B common shares are one of multiple types of a company’s ordinary stock that usually differ from other classes in voting power, dividend priority, or transferability. For investors, the difference matters because owning Class B may mean less control over corporate decisions or different income potential compared with other share classes—like having a seat with fewer votes at a board meeting while still sharing in the company’s profits.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What does the Form 144 filing disclose for Viant Technology Inc. (DSP)?

It discloses that officer Lawrence Madden intends to sell Viant Technology Inc. common stock under Rule 144 through Goldman Sachs & Co. LLC pursuant to a selling plan dated June 17, 2026 that is intended to comply with Rule 10b5-1(c).

Who is selling DSP shares and through which broker?

The selling person is Lawrence Madden, an officer of Viant Technology Inc. The sales are to be executed through Goldman Sachs & Co. LLC, which signed the notice on his behalf.

What DSP shares are identified as to be sold under Rule 144?

The notice lists multiple lots of Viant common stock, including 4,662 shares acquired March 15, 2024, 19,135 shares acquired June 10, 2026, 9,967 shares acquired March 10, 2023, and 17,940 Class B shares acquired February 10, 2021 that will convert to Class A upon sale.

What DSP stock sales did Lawrence Madden make in the past three months?

The filing reports sales of 10,097 shares on July 6, 2026, 9,149 on July 7, 11,273 on July 8, 2,814 on July 23, and 27,451 shares on August 11, 2026 for $358,515.55.

How were most of the DSP shares to be sold originally acquired by Lawrence Madden?

Most shares listed as to be sold were acquired as compensation in the form of Restricted Stock Units from Viant Technology Inc. on various dates between 2021 and 2026, plus Class B common shares from a private transaction on February 10, 2021.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Available on EDGAR 09/16/2026 - 05:24 PM Accepted by SEC EDGAR 09/16/2026 - 05:24 PM Learn about SEC filing dates

Form 144 Filer Information	UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 144 NOTICE OF PROPOSED SALE OF SECURITIES PURSUANT TO RULE 144 UNDER THE SECURITIES ACT OF 1933
FORM 144

144: Filer Information

Filer CIK	0001284309
Filer CCC	XXXXXXXX
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer	Viant Technology Inc.
SEC File Number	001-40015
Address of Issuer	2722 Michelson Drive Suite 100 Irvine CALIFORNIA 92612
Phone	1-949-861-8888
Name of Person for Whose Account the Securities are To Be Sold	Lawrence Madden
See the definition of "person" in paragraph (a) of Rule 144. Information is to be given not only as to the person for whose account the securities are to be sold but also as to all other persons included in that definition. In addition, information shall be given as to sales by all persons whose sales are required by paragraph (e) of Rule 144 to be aggregated with sales for the account of the person filing this notice.
Relationship to Issuer	Officer

144: Securities Information

Title of the Class of Securities To Be Sold	Name and Address of the Broker	Number of Shares or Other Units To Be Sold	Aggregate Market Value	Number of Shares or Other Units Outstanding	Approximate Date of Sale	Name the Securities Exchange
Common	Goldman Sachs & Co. LLC 200 West Street New York NY 10282	73066	903826.42	21135122	09/16/2026	NASD

Furnish the following information with respect to the acquisition of the securities to be sold and with respect to the payment of all or any part of the purchase price or other consideration therefor:

144: Securities To Be Sold

Title of the Class	Date you Acquired	Nature of Acquisition Transaction	Name of Person from Whom Acquired	Is this a Gift?	Date Donor Acquired	Amount of Securities Acquired	Date of Payment	Nature of Payment *
Common	03/15/2024	Acquired as compensation -- Restricted Stock Units	Issuer			4662	03/15/2024	Compensation
Common	03/18/2025	Acquired as compensation -- Restricted Stock Units	Issuer			1956	03/18/2025	Compensation
Common	03/15/2025	Acquired as compensation -- Restricted Stock Units	Issuer			4314	03/15/2025	Compensation
Common	06/10/2026	Acquired as compensation -- Restricted Stock Units	Issuer			19135	06/10/2026	Compensation
Common	03/10/2023	Acquired as compensation -- Restricted Stock Units	Issuer			9967	03/10/2023	Compensation
Common	12/10/2022	Acquired as compensation -- Restricted Stock Units	Issuer			7546	12/10/2022	Compensation
Common	12/10/2022	Acquired as compensation -- Restricted Stock Units	Issuer			7546	12/10/2022	Compensation
Common	02/10/2021	Acquired Class B common shares from Issuer in private transaction; Class B common shares to be converted to Class A common shares in connection with any sales	Issuer			17940	02/10/2021	None

* If the securities were purchased and full payment therefor was not made in cash at the time of purchase, explain in the table or in a note thereto the nature of the consideration given. If the consideration consisted of any note or other obligation, or if payment was made in installments describe the arrangement and state when the note or other obligation was discharged in full or the last installment paid.

Furnish the following information as to all securities of the issuer sold during the past 3 months by the person for whose account the securities are to be sold.

144: Securities Sold During The Past 3 Months

Name and Address of Seller	Title of Securities Sold	Date of Sale	Amount of Securities Sold	Gross Proceeds
Lawrence Madden 2722 Michelson Drive Suite 100 Irvine CA 92612	Common	07/06/2026	10097	128999.27
Lawrence Madden 2722 Michelson Drive Suite 100 Irvine CA 92612	Common	07/07/2026	9149	117664.37
Lawrence Madden 2722 Michelson Drive Suite 100 Irvine CA 92612	Common	07/08/2026	11273	143109.61
Lawrence Madden 2722 Michelson Drive Suite 100 Irvine CA 92612	Common	07/23/2026	2814	30069.56
Lawrence Madden 2722 Michelson Drive Suite 100 Irvine CA 92612	Common	08/11/2026	27451	358515.55

144: Remarks and Signature

Remarks	The sales of shares set forth herein are made in connection with a selling plan dated 06/17/2026 that is intended to comply with Rule 10b5-1(c).
Date of Notice	09/16/2026
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	06/17/2026
ATTENTION:
The person for whose account the securities to which this notice relates are to be sold hereby represents by signing this notice that he does not know any material adverse information in regard to the current and prospective operations of the Issuer of the securities to be sold which has not been publicly disclosed. If such person has adopted a written trading plan or given trading instructions to satisfy Rule 10b5-1 under the Exchange Act, by signing the form and indicating the date that the plan was adopted or the instruction given, that person makes such representation as of the plan adoption or instruction date.
Signature	Goldman Sachs & Co. LLC on behalf of Lawrence Madden
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)