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Viant (DSP) CFO trims stake in planned sales, keeps 600,324 shares

Filing Impact
(High)
Filing Sentiment
(Negative)
Form Type
4

Rhea-AI Filing Summary

Viant Technology Inc. Chief Financial Officer Larry Madden executed open-market sales of a total of 17,541 shares of Class A Common Stock on April 1 and April 2, 2026, under a Rule 10b5-1 trading plan adopted on December 15, 2025. The April 1 sale covered 7,410 shares at a weighted average price of $11.2735 per share, and the April 2 sale covered 10,131 shares at a weighted average price of $10.9447 per share, each completed through multiple trades within disclosed price ranges. Following these transactions, Madden directly holds 600,324 shares of Viant Technology Inc. Class A Common Stock.

Positive

  • None.

Negative

  • None.
Insider MADDEN LARRY
Role Chief Financial Officer
Sold 17,541 shs ($194K)
Type Security Shares Price Value
Sale Class A Common Stock 10,131 $10.9447 $111K
Sale Class A Common Stock 7,410 $11.2735 $84K
Holdings After Transaction: Class A Common Stock — 600,324 shares (Direct)
Footnotes (1)
  1. Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on December 15, 2025. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $11.165 to $11.44. The Reporting Person undertakes to provide the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $10.63 to $11.12. The Reporting Person undertakes to provide the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
Total shares sold 17,541 shares Open-market sales on April 1–2, 2026
April 1 sale 7,410 shares at $11.2735/share Weighted average price, multiple trades
April 2 sale 10,131 shares at $10.9447/share Weighted average price, multiple trades
Shares held after transactions 600,324 shares Direct Class A Common Stock holding after April 2, 2026
Trading plan adoption date December 15, 2025 Rule 10b5-1 plan governing these sales
Rule 10b5-1 plan regulatory
"Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on December 15, 2025."
A Rule 10b5-1 plan is a prearranged, written schedule that lets corporate insiders buy or sell company stock at set times or amounts, even if they later learn material nonpublic information. Think of it like setting an automatic thermostat for trades: it creates a clear record that trades were planned in advance, reducing the risk of insider-trading accusations and helping investors trust that insider transactions are routine rather than based on secret information.
weighted average price financial
"The price reported in Column 4 is a weighted average price."
Weighted average price is the average price of a security where each trade or component is counted according to its size, so bigger trades pull the average more than smaller ones. Think of it like calculating the average cost of a grocery haul where items you bought more of have greater influence on the final per-item cost. Investors use it to understand the true average price paid or received, judge execution quality, and compare trading performance against market movement.
Class A Common Stock financial
"security_title: "Class A Common Stock""
Class A common stock is a category of a company’s shares that carries a specific set of ownership rights—most commonly defined voting power and claims on dividends—set out in the company’s charter. For investors it matters because the class determines how much influence you have over corporate decisions, the share’s likely dividend and trading behavior, and how it compares in value to other share classes, like choosing a particular seat with different privileges at the company’s decision-making table.
open-market sale financial
"transaction_action: "open-market sale""
An open-market sale is when a shareholder sells existing shares directly on a public exchange to any willing buyer, rather than through a private deal. Think of it like putting goods on a busy market stall where price is set by supply and demand; for investors it matters because such sales increase available supply, can put short-term downward pressure on the stock price, and signal changes in liquidity or investor confidence.
Form 4 regulatory
"INSIDER FILING DATA (Form 4):"
Form 4 is a official document that company insiders, such as executives or major shareholders, file with regulators whenever they buy or sell company shares. It provides transparency about how those with inside knowledge are trading, helping investors see if insiders are confident in the company's prospects or may be selling for personal reasons. This information can influence investor decisions by revealing insiders' perspectives on the company's value.
Form 4 Insider Transactions: What Each Field Means →
SEC Form 4
FORM 4UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940
OMB APPROVAL
OMB Number:3235-0287
Estimated average burden
hours per response:0.5
Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).
X
Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.
1. Name and Address of Reporting Person*
MADDEN LARRY
(Last)(First)(Middle)
C/O VIANT TECHNOLOGY INC.
2722 MICHELSON DRIVE, SUITE 100
(Street)
IRVINE CALIFORNIA 92612
(City)(State)(Zip)
UNITED STATES
(Country)		2. Issuer Name and Ticker or Trading Symbol
Viant Technology Inc. [ DSP ] 		5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)
Director10% Owner
XOfficer (give title below)Other (specify below)
Chief Financial Officer
2a. Foreign Trading Symbol
3. Date of Earliest Transaction (Month/Day/Year)
04/01/2026		6. Individual or Joint/Group Filing (Check Applicable Line)
XForm filed by One Reporting Person
Form filed by More than One Reporting Person
4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3) 2. Transaction Date (Month/Day/Year)2A. Deemed Execution Date, if any (Month/Day/Year)3. Transaction Code (Instr. 8) 4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5) 5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4) 6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeVAmount(A) or (D)Price
Class A Common Stock04/01/2026S(1)7,410D$11.2735(2)610,455D
Class A Common Stock04/02/2026S(1)10,131D$10.9447(3)600,324D
Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned
(e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3) 2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (Month/Day/Year)3A. Deemed Execution Date, if any (Month/Day/Year)4. Transaction Code (Instr. 8) 5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5) 6. Date Exercisable and Expiration Date (Month/Day/Year)7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4) 8. Price of Derivative Security (Instr. 5) 9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeV(A)(D)Date ExercisableExpiration DateTitleAmount or Number of Shares
Explanation of Responses:
1. Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on December 15, 2025.
2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $11.165 to $11.44. The Reporting Person undertakes to provide the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
3. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $10.63 to $11.12. The Reporting Person undertakes to provide the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in this footnote.
Remarks:
/s/ Larry Madden04/03/2026
** Signature of Reporting PersonDate
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)

Source: View Original Filing on SEC EDGAR

FAQ

What did Viant Technology (DSP) CFO Larry Madden report in this Form 4?

Viant Technology CFO Larry Madden reported open-market sales of 17,541 shares of Class A Common Stock. The transactions occurred on April 1 and April 2, 2026, and were executed at weighted average prices slightly above $11 per share.

How many Viant Technology (DSP) shares did the CFO sell and at what prices?

Larry Madden sold 7,410 shares at a weighted average price of $11.2735 on April 1, 2026, and 10,131 shares at $10.9447 on April 2, 2026. Both trades involved multiple executions within disclosed intraday price ranges.

How many Viant Technology (DSP) shares does the CFO hold after these sales?

After completing these transactions, Larry Madden directly holds 600,324 shares of Viant Technology Inc. Class A Common Stock. This figure, reported in the filing, reflects his position immediately following the April 2, 2026 open-market sale.

Were Viant Technology (DSP) CFO’s share sales made under a Rule 10b5-1 plan?

Yes. The filing states the shares were sold pursuant to a Rule 10b5-1 trading plan adopted by Larry Madden on December 15, 2025. Such pre-arranged plans automate trades, reducing the significance of transaction timing as a discretionary decision.

What does weighted average price mean in this Viant Technology (DSP) Form 4?

The reported prices are weighted averages across multiple trade executions. The filing notes sales on April 1 ranged from $11.165 to $11.44 per share, and April 2 sales ranged from $10.63 to $11.12, with full trade-by-trade details available upon request.