Viant CFO sells 7,297 shares under trading plan

Viant Technology Inc. Chief Financial Officer Larry Madden sold 7,297 shares of Class A Common Stock in an open-market transaction.

Accepted by SEC EDGAR 04/07/2026 - 05:14 PM EDT Learn about SEC filing dates

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.

Insider Trade Summary 10b5-1

Net Seller: 7,297 shares

Net Sell 1 txn

Insider MADDEN LARRY

Role Chief Financial Officer

Sold 7,297 shs ($83K)

Share of Position Sold 1.2%

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)

Holdings Before and After: Class A Common Stock, 600,324 to 593,027 shares (Direct)

Other Insiders: 3 other insiders reported open-market sales of this stock in the 30 days up to this filing.

Footnotes (2)

1. F1. Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on December 15, 2025.
2. F2. 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

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

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.

How many Viant Technology (DSP) shares does the CFO hold after the reported sale?

After selling 7,297 shares, CFO Larry Madden directly holds 593,027 shares of Viant Technology Class A Common Stock. This indicates he retains a substantial ownership position even after the transaction reported in the Form 4 filing for April 6, 2026.

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.

At what price did Viant Technology (DSP) CFO Larry Madden sell his shares?

The filing reports a weighted average sale price of $11.3084 per share for the 7,297 Viant Technology shares sold. Footnotes note that individual trades occurred in a range from $11.165 to $11.505, with full price breakdowns available upon request.

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.

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

Form 4 Insider Transactions: What Each Field Means →

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SEC Form 4

FORM 4

UNITED 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)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	Chief Financial Officer

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
04/06/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form 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)
			Code	V	Amount	(A) or (D)	Price
Class A Common Stock	04/06/2026		S(1)		7,297	D	$11.3084(2)	593,027	D

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)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount 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 $11.505. 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.

Remarks:

	/s/ Larry Madden	04/07/2026
	** Signature of Reporting Person	Date
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)