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  4. [Form 4] Viant Technology Inc. Insider Trading Activity

Viant Technology (DSP) CFO sells 39,328 shares in planned trades

Filing Impact
(High)
Filing Sentiment
(Negative)
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.

Positive

  • None.

Negative

  • None.
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, null)
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 $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. 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. 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.
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
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.
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)
04/21/2026		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 Stock04/21/2026S(1)13,283D$10.9109(2)579,744D
Class A Common Stock04/22/2026S(1)13,263D$10.7387(3)566,481D
Class A Common Stock04/23/2026S(1)12,782D$10.1613(4)553,699D
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 $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.
3. 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.
4. 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.
Remarks:
/s/ Larry Madden04/23/2026
** 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 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.

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

Larry Madden sold a total of 39,328 Viant Technology Class A shares. He sold 13,283 shares at $10.9109, 13,263 shares at $10.7387, and 12,782 shares at $10.1613, with each price disclosed as a weighted average from multiple trades within specified price ranges.

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

After the reported transactions, CFO Larry Madden directly holds 553,699 shares of Viant Technology Class A common stock. This post-transaction ownership figure reflects his remaining direct position following the three open-market sales disclosed in the Form 4 filing.

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.