Viant CFO Larry Madden sells 39,328 shares
Viant Technology Inc. Chief Financial Officer Larry Madden reported three open-market sales of Class A common stock.
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Form Type
4
Rhea-AI Filing Summary
Viant Technology Inc. Chief Financial Officer Larry Madden reported three open-market sales of Class A common stock. He sold 13,283 shares on April 21 at a weighted average price of $10.9109, 13,263 shares on April 22 at $10.7387, and 12,782 shares on April 23 at $10.1613, totaling 39,328 shares. These transactions were executed under a Rule 10b5-1 trading plan adopted on December 15, 2025. Following the sales, Madden directly holds 553,699 shares of Viant Technology Inc. common stock.
Insider Trade Summary 10b5-1
Net Seller: 39,328 shares
Net Sell
3 txns
Insider
MADDEN LARRY
Role
Chief Financial Officer
Sold
39,328 shs ($417K)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock | 12,782 | $10.1613 | $130K |
| Sale | Class A Common Stock | 13,263 | $10.7387 | $142K |
| Sale | Class A Common Stock | 13,283 | $10.9109 | $145K |
Holdings After Transaction:
Class A Common Stock — 553,699 shares (Direct)
Footnotes (4)
- F1. Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on December 15, 2025.
- F2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $10.64 to $11.43. 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.
- F3. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $10.39 to $10.955. 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.
- F4. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $10.05 to $10.315. 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
Total shares sold: 39,328 shares
Shares sold April 21, 2026: 13,283 shares at $10.9109
Shares sold April 22, 2026: 13,263 shares at $10.7387
+5 more
8 metrics
Total shares sold
39,328 shares
Open-market sales on April 21–23, 2026
Shares sold April 21, 2026
13,283 shares at $10.9109
Weighted average sale price
Shares sold April 22, 2026
13,263 shares at $10.7387
Weighted average sale price
Shares sold April 23, 2026
12,782 shares at $10.1613
Weighted average sale price
Post-transaction holdings
553,699 shares
Direct ownership after April 23, 2026 sale
Price range April 21 trades
$10.64–$11.43
Multiple trades; weighted average reported
Price range April 22 trades
$10.39–$10.955
Multiple trades; weighted average reported
Price range April 23 trades
$10.05–$10.315
Multiple trades; weighted average reported
Key Terms
Rule 10b5-1 plan, weighted average price, open-market sale, Class A Common Stock, +1 more
5 terms
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.
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.
beneficial ownership financial
"full information regarding the number of shares sold at each separate price within the range set forth in this footnote."
Beneficial ownership means the person or entity that actually enjoys the benefits of owning shares or other assets — such as receiving dividends, voting rights, or price gains — even if the legal title is held in another name. For investors it matters because knowing who truly controls and profits from a company reveals who can influence decisions, exposes potential conflicts of interest or hidden concentration of power, and affects transparency and risk in the stock.
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
What did Viant Technology (DSP) CFO Larry Madden report in this Form 4?
Viant Technology CFO Larry Madden reported selling Class A common stock in three open-market transactions totaling 39,328 shares. The sales occurred on April 21, 22, and 23, 2026 at weighted average prices between $10.1613 and $10.9109 under a pre-established Rule 10b5-1 plan.
Were the Viant Technology (DSP) CFO’s stock sales made under a Rule 10b5-1 plan?
Yes. The filing states that the shares were sold pursuant to a Rule 10b5-1 trading plan adopted by Larry Madden on December 15, 2025. Such plans pre-schedule trades, providing a structured framework for insider transactions over time.
Why are weighted average prices disclosed for the Viant Technology (DSP) CFO’s trades?
The filing reports weighted average prices because each daily sale occurred through multiple trades at different prices. Footnotes explain that individual trades ranged within specified price bands, and the reporting person offers to provide full trade-by-trade pricing details upon request.
AI-generated analysis. How Rhea-AI works. Not financial advice.
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