CFO Larry Madden sells Viant (NASDAQ: DSP) shares in 10b5-1 plan
Filing Impact
Filing Sentiment
Form Type
4
Rhea-AI Filing Summary
Viant Technology Inc. Chief Financial Officer Larry Madden sold 7,297 shares of Class A Common Stock in an open-market transaction. The sale occurred on April 6, 2026 at a weighted average price of $11.3084 per share. After the sale, Madden directly owned 593,027 shares. The shares were sold pursuant to a pre-arranged Rule 10b5-1 trading plan adopted on December 15, 2025, indicating the timing was set in advance as part of a scheduled trading program.
Positive
- None.
Negative
- None.
Insider Trade Summary 10b5-1
Net Seller: 7,297 shares ($82,517)
Net Sell
1 txn
Insider
MADDEN LARRY
Role
Chief Financial Officer
Sold
7,297 shs ($83K)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock | 7,297 | $11.3084 | $83K |
Holdings After Transaction:
Class A Common Stock — 593,027 shares (Direct)
Footnotes (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 $11.505. 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.
Key Figures
Shares sold: 7,297 shares
Weighted average sale price: $11.3084 per share
Post-transaction holdings: 593,027 shares
+1 more
4 metrics
Shares sold
7,297 shares
Open-market sale of Class A Common Stock on April 6, 2026
Weighted average sale price
$11.3084 per share
Average price for 7,297 shares sold on April 6, 2026
Post-transaction holdings
593,027 shares
Shares of Class A Common Stock directly owned after sale
10b5-1 plan adoption date
December 15, 2025
Date CFO’s Rule 10b5-1 trading plan was adopted
Key Terms
Rule 10b5-1, weighted average price, open-market sale, Class A Common Stock
4 terms
Rule 10b5-1 regulatory
"Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on December 15, 2025."
Rule 10b5-1 is a regulation that allows company insiders to buy or sell their shares at predetermined times, even if they have access to non-public information. It acts like setting a schedule in advance for transactions, helping prevent accusations of unfair trading. This rule provides a way for insiders to plan trades transparently, giving investors confidence that these transactions are not based on hidden 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.
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.
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.
FAQ
What did Viant Technology (DSP) disclose about CFO Larry Madden’s recent stock trade?
Viant Technology reported that CFO Larry Madden sold 7,297 shares of Class A Common Stock in an open-market transaction on April 6, 2026, at a weighted average price of $11.3084 per share, under a pre-arranged Rule 10b5-1 trading plan adopted in December 2025.
Was the Viant Technology (DSP) CFO’s stock sale made under a Rule 10b5-1 plan?
Yes. The Form 4 states the 7,297 shares were sold under a Rule 10b5-1 trading plan adopted by CFO Larry Madden on December 15, 2025. Such plans pre-schedule trades, reducing the significance of short-term timing decisions for interpreting insider sentiment.
What type of transaction did the Viant Technology (DSP) Form 4 report for the CFO?
The Form 4 identifies the trade as an open-market sale of Class A Common Stock, coded “S.” It is a non-derivative transaction, meaning it involved common shares directly rather than options or other derivative securities, and reflects routine insider selling activity.