Viant Technology Inc. (DSP) CFO sells 2,814 shares under 10b5-1 plan
Rhea-AI Filing Summary
Viant Technology Inc. reported that Chief Financial Officer Larry Madden sold 2,814 shares of Class A Common Stock on July 23, 2026 at a weighted average price of $10.6857 per share, with trades between $10.58 and $10.81, pursuant to a Rule 10b5-1 trading plan adopted on December 15, 2025. Following this sale, he directly holds 425,822 shares.
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Insider Trade Summary 10b5-1
Net Seller: 2,814 shares
Net Sell
1 txn
Insider
MADDEN LARRY
Role
Chief Financial Officer
Sold
2,814 shs ($30K)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock F1, F2 | 2,814 | $10.6857 | $30K |
Holdings After Transaction:
Class A Common Stock — 425,822 shares (Direct)
Footnotes (2)
- 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 $10.58 to $10.81. 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: 2,814 shares
Weighted average sale price: $10.6857 per share
Sale price range: $10.58–$10.81 per share
+1 more
4 metrics
Shares sold
2,814 shares
Class A Common Stock sold on July 23, 2026
Weighted average sale price
$10.6857 per share
Weighted average price for the 2,814 shares sold
Sale price range
$10.58–$10.81 per share
Range of prices for multiple transactions included in the sale
Shares held after transaction
425,822 shares
Direct Class A Common Stock holdings after the sale
Key Terms
Rule 10b5-1 plan, weighted average price, Class A Common Stock
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.
Class A Common Stock financial
"security_title: Class A Common Stock reported as non-derivative"
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.
AI-generated analysis. How Rhea-AI works. Not financial advice.
FAQ
What insider transaction did Viant Technology (DSP) report for CFO Larry Madden?
Viant Technology reported that CFO Larry Madden sold 2,814 shares of Class A Common Stock. The sale occurred on July 23, 2026 at a weighted average price of $10.6857 per share under a Rule 10b5-1 trading plan.
Was the Viant Technology (DSP) CFO’s sale made under a Rule 10b5-1 trading plan?
Yes. The filing states the shares were sold pursuant to a Rule 10b5-1 plan. A footnote explains the plan was adopted by the reporting person on December 15, 2025, indicating the sale followed a pre-arranged trading instruction.
What type of security did the Viant Technology (DSP) CFO sell in this Form 4?
The transaction involved Class A Common Stock of Viant Technology Inc. The Form 4 reports a non-derivative sale of 2,814 Class A shares, executed in multiple trades within a specified price range, with direct ownership reported after the sale.
How is the sale by Viant Technology (DSP) CFO characterized in the Form 4?
The transaction is coded as an S, described as a sale in an open market or private transaction. It is reported as a non-derivative disposition of Class A Common Stock, executed under a pre-established Rule 10b5-1 trading plan adopted in December 2025.