Viant Technology (DSP) CFO Larry Madden sells 27,451 shares via 10b5-1 plan

Rhea-AI Filing Summary

Viant Technology Inc. Chief Financial Officer Larry Madden reported open-market sales of a total of 27,451 shares of Class A common stock on August 11, 2026. The trades, executed at weighted average prices around $13 per share, were made pursuant to a Rule 10b5-1 trading plan adopted on December 15, 2025.

Insider Trade Summary 10b5-1

Net Seller: 27,451 shares

Net Sell 2 txns

Insider MADDEN LARRY

Role Chief Financial Officer

Sold 27,451 shs ($359K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock F1, F2	26,020	$13.0263	$339K
Sale	Class A Common Stock F1, F3	1,431	$13.6758	$20K

Holdings After Transaction: Class A Common Stock — 398,371 shares (Direct)

Footnotes (3)

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 $12.51 to $13.455. 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. F3. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $13.66 to $13.70. 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 (block 1): 26,020 shares Shares sold (block 2): 1,431 shares Total shares sold: 27,451 shares +3 more

6 metrics

Shares sold (block 1) 26,020 shares Class A Common Stock sold on August 11, 2026 at $13.0263 weighted average

Shares sold (block 2) 1,431 shares Class A Common Stock sold on August 11, 2026 at $13.6758 weighted average

Total shares sold 27,451 shares Aggregate non-derivative sales reported for August 11, 2026

Price range block 1 $12.51 to $13.455 Multiple transactions underlying $13.0263 weighted average price

Price range block 2 $13.66 to $13.70 Multiple transactions underlying $13.6758 weighted average price

10b5-1 plan adoption date December 15, 2025 Date CFO’s Rule 10b5-1 trading plan was adopted

Key Terms

Rule 10b5-1 plan, weighted average price, open market or private transaction

3 terms

Rule 10b5-1 plan regulatory

"Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person"

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.

open market or private transaction financial

"Sale in open market or private transaction"

FAQ

What did Viant Technology Inc. (DSP) disclose about Larry Madden’s recent stock transactions?

Viant Technology’s CFO Larry Madden reported selling 27,451 shares of Class A common stock on August 11, 2026 in open-market transactions at weighted average prices around $13 per share.

How many DSP shares did CFO Larry Madden sell and at what prices?

Larry Madden sold 27,451 shares of Viant Technology Class A stock, including 26,020 shares at $13.0263 and 1,431 shares at $13.6758, with each price disclosed as a weighted average across multiple trades.

Were Larry Madden’s DSP stock sales made under a Rule 10b5-1 trading plan?

Yes. The filing states the shares were sold pursuant to a Rule 10b5-1 plan adopted by Larry Madden on December 15, 2025, indicating the sales followed a pre-arranged trading schedule.

What price ranges applied to Larry Madden’s DSP stock sales on August 11, 2026?

For 26,020 shares, the weighted average price of $13.0263 reflects trades between $12.51 and $13.455; for 1,431 shares, the weighted average of $13.6758 reflects trades between $13.66 and $13.70.

Does the Form 4 for DSP show how many shares Larry Madden holds after these sales?

The reported transactions disclose the shares sold and prices but do not state a post-transaction share balance for Larry Madden in the provided data fields.

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

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Form 4 Insider Transactions: What Each Field Means →

Available on EDGAR 08/13/2026 - 06:26 PM Accepted by SEC EDGAR 08/13/2026 - 06:25 PM Learn about SEC filing dates

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)
08/11/2026

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	08/11/2026		S(1)		26,020	D	$13.0263(2)	399,802	D
Class A Common Stock	08/11/2026		S(1)		1,431	D	$13.6758(3)	398,371	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 $12.51 to $13.455. 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 $13.66 to $13.70. 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	08/13/2026
	** 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)