Were the Viant Technology (DSP) CFO’s share sales part of a pre-planned program?

Yes. The filing states 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, making the timing more routine rather than opportunistic.

Viant CFO sells 33,333 shares under 10b5-1 plan

Viant Technology Inc. Chief Financial Officer Larry Madden reported open-market sales of Class A Common Stock under a pre-arranged Rule 10b5-1 trading plan adopted on December 15, 2025.

Filing Impact

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Filing Sentiment

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Sentiment and the balance of points

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Form Type

Rhea-AI Filing Summary

Viant Technology Inc. Chief Financial Officer Larry Madden reported open-market sales of Class A Common Stock under a pre-arranged Rule 10b5-1 trading plan adopted on December 15, 2025. He sold 18,663 shares on June 5, 2026 at a weighted average price of $12.2426 and 14,670 shares on June 8, 2026 at a weighted average price of $12.0981, for a total of 33,333 shares sold.

After these transactions, Madden directly holds 484,531 shares of Viant Class A Common Stock. The filing notes that both transactions were executed through multiple trades within stated price ranges, with full trade details available on request.

Insider Trade Summary 10b5-1

Net Seller: 33,333 shares

Net Sell 2 txns

Insider MADDEN LARRY

Role Chief Financial Officer

Sold 33,333 shs ($406K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	14,670	$12.0981	$177K
Sale	Class A Common Stock	18,663	$12.2426	$228K

Holdings After Transaction: Class A Common Stock — 484,531 shares (Direct)

Footnotes (3)

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 $12.05 to $12.895. 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 $12.01 to $12.32. 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: 33,333 shares June 5, 2026 sale: 18,663 shares at $12.2426 June 8, 2026 sale: 14,670 shares at $12.0981 +4 more

7 metrics

Total shares sold 33,333 shares Open-market sales reported in Form 4

June 5, 2026 sale 18,663 shares at $12.2426 Weighted average price, multiple trades

June 8, 2026 sale 14,670 shares at $12.0981 Weighted average price, multiple trades

Shares held after trades 484,531 shares Direct Class A holdings post-transaction

10b5-1 plan adoption date December 15, 2025 Plan governing reported sales

Price range footnote F2 $12.05–$12.895 Trade range for one weighted average sale

Price range footnote F3 $12.01–$12.32 Trade range for other weighted average sale

Key Terms

Rule 10b5-1 plan, weighted average price, Class A Common Stock, open-market sale, +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. These shares were sold in multiple transactions..."

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"

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.

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.

Form 4 regulatory

"INSIDER FILING DATA (Form 4)"

Form 4 is a official document that company insiders, such as executives or major shareholders, file with regulators whenever they buy or sell company shares. It provides transparency about how those with inside knowledge are trading, helping investors see if insiders are confident in the company's prospects or may be selling for personal reasons. This information can influence investor decisions by revealing insiders' perspectives on the company's value.

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 two open-market transactions under a Rule 10b5-1 trading plan. The filing details the share amounts, average prices, and his remaining direct holdings after the sales.

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

Larry Madden sold a total of 33,333 Class A shares. He sold 18,663 shares at a weighted average price of $12.2426 and 14,670 shares at a weighted average price of $12.0981, executed through multiple trades within disclosed price ranges.

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

After the reported sales, CFO Larry Madden directly holds 484,531 shares of Viant Technology Class A Common Stock. This post-transaction balance shows he retains a substantial equity position in the company following the open-market disposals.

What price ranges applied to the Viant Technology (DSP) CFO’s Form 4 sales?

For one transaction, the weighted average price of $12.0981 reflects multiple trades between $12.01 and $12.32. For the other, the $12.2426 average reflects trades between $12.05 and $12.895, with full breakdowns available upon request.

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

Form 4 Insider Transactions: What Each Field Means →

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Accepted by SEC EDGAR 06/08/2026 - 08:23 PM EDT

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).

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)
06/05/2026

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)
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	Amount	(A) or (D)	Price		6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
Class A Common Stock	06/05/2026		S⁽¹⁾		18,663	D	$12.2426⁽²⁾	499,201	D
Class A Common Stock	06/08/2026		S⁽¹⁾		14,670	D	$12.0981⁽³⁾	484,531	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)
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)	Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares	8. Price of Derivative Security (Instr. 5)		10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)

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 $12.05 to $12.895. 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 $12.01 to $12.32. 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	06/08/2026
	** 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)

Source: View Original Filing on SEC EDGAR