Viant Technology CFO sells 31,644 shares

Rhea-AI Filing Summary

Viant Technology Inc. (DSP) reported that its Chief Financial Officer, Larry Madden, sold a total of 31,644 shares of Class A Common Stock in open-market transactions on September 16 and September 18, 2026, under a Rule 10b5-1 trading plan adopted on June 16, 2026.

The sales included 17,042 shares at a weighted average price of $12.5152 per share, with individual prices from $12.25 to $12.71, and 14,602 shares at a weighted average price of $12.1035 per share, with individual prices from $12.00 to $12.235.

Insider Trade Summary 10b5-1

Net Seller: 31,644 shares

Net Sell 2 txns

Insider MADDEN LARRY

Role Chief Financial Officer

Sold 31,644 shs ($390K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock F1, F3	14,602	$12.1035	$177K
Sale	Class A Common Stock F1, F2	17,042	$12.5152	$213K

Holdings After Transaction: Class A Common Stock — 342,711 shares (Direct)

Footnotes (3)

1. F1. Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on June 16, 2026.
2. F2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $12.25 to $12.71. 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 $12.00 to $12.235. 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 September 16, 2026: 17,042 shares Weighted average price September 16, 2026: $12.5152 per share Shares sold September 18, 2026: 14,602 shares +5 more

8 metrics

Shares sold September 16, 2026 17,042 shares Class A Common Stock sold by the CFO

Weighted average price September 16, 2026 $12.5152 per share Sales executed within a $12.25–$12.71 range

Shares sold September 18, 2026 14,602 shares Class A Common Stock sold by the CFO

Weighted average price September 18, 2026 $12.1035 per share Sales executed within a $12.00–$12.235 range

Total shares sold 31,644 shares Combined sales on September 16 and 18, 2026

Rule 10b5-1 plan adoption date June 16, 2026 Date the CFO adopted the trading plan used for these sales

Price range on September 16, 2026 $12.25–$12.71 per share Individual transaction prices within that day’s sale

Price range on September 18, 2026 $12.00–$12.235 per share Individual transaction prices within that day’s sale

Key Terms

Rule 10b5-1 plan, weighted average price, Class A Common Stock, Reporting Person

4 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

"Shares of Class A Common Stock were sold in multiple transactions"

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.

Reporting Person regulatory

"The Reporting Person undertakes to provide the Issuer"

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What insider transactions did Viant Technology (DSP) report in this Form 4?

The Chief Financial Officer, Larry Madden, reported selling 31,644 shares of Viant Technology Class A Common Stock in open-market transactions on September 16 and 18, 2026.

At what prices did the Viant Technology (DSP) CFO sell shares?

On September 16, 2026, he sold 17,042 shares at a weighted average of $12.5152, with prices from $12.25 to $12.71. On September 18, 2026, he sold 14,602 shares at a weighted average of $12.1035, with prices from $12.00 to $12.235.

How many Viant Technology (DSP) shares did the CFO sell on each date?

He sold 17,042 shares of Class A Common Stock on September 16, 2026, and 14,602 shares on September 18, 2026, for a combined total of 31,644 shares.

Were the Viant Technology (DSP) CFO’s share sales made under a Rule 10b5-1 plan?

Yes. The filing states the shares were sold pursuant to a Rule 10b5-1 trading plan adopted by Larry Madden on June 16, 2026.

What type of security did the Viant Technology (DSP) CFO sell?

The reported transactions involve sales of Class A Common Stock of Viant Technology Inc. in open-market or private transactions.

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

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Available on EDGAR 09/18/2026 - 08:37 PM Accepted by SEC EDGAR 09/18/2026 - 08:37 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)
09/16/2026

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	09/16/2026		S(1)		17,042	D	$12.5152(2)	357,313	D
Class A Common Stock	09/18/2026		S(1)		14,602	D	$12.1035(3)	342,711	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 June 16, 2026.

2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $12.25 to $12.71. 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 $12.00 to $12.235. 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	09/18/2026
	** 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)