Viant Technology (NASDAQ: DSP) CFO sells 30,519 shares in planned trades
Filing Impact
Filing Sentiment
Form Type
4
Rhea-AI Filing Summary
Viant Technology Inc. Chief Financial Officer Larry Madden reported open-market sales of Class A common stock across three days. He sold 10,097 shares on July 6, 9,149 shares on July 7, and 11,273 shares on July 8, 2026, at weighted average prices around $12.78 per share. After these transactions, he directly holds 428,636 shares. The sales were executed under a pre-arranged Rule 10b5-1 trading plan adopted on December 15, 2025.
Positive
- None.
Negative
- None.
Insider Trade Summary 10b5-1
Net Seller: 30,519 shares ($389,773)
Net Sell
3 txns
Insider
MADDEN LARRY
Role
Chief Financial Officer
Sold
30,519 shs ($390K)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock | 11,273 | $12.6949 | $143K |
| Sale | Class A Common Stock | 9,149 | $12.8609 | $118K |
| Sale | Class A Common Stock | 10,097 | $12.776 | $129K |
Holdings After Transaction:
Class A Common Stock — 428,636 shares (Direct, null)
Footnotes (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 $12.61 to $13.01. 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 $12.69 to $13.00. 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 $12.43 to $12.845. 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: 30,519 shares
Shares sold July 6, 2026: 10,097 shares at $12.7760
Shares sold July 7, 2026: 9,149 shares at $12.8609
+3 more
6 metrics
Total shares sold
30,519 shares
Net open-market sales reported in Form 4
Shares sold July 6, 2026
10,097 shares at $12.7760
Open-market sale of Class A common stock
Shares sold July 7, 2026
9,149 shares at $12.8609
Open-market sale of Class A common stock
Shares sold July 8, 2026
11,273 shares at $12.6949
Open-market sale of Class A common stock
Shares held after transactions
428,636 shares
Direct ownership after July 8, 2026 sale
Net buy/sell direction
30,519 net shares sold
transactionSummary netBuySellShares
Key Terms
Rule 10b5-1, weighted average price, open-market sale, Class A Common Stock
4 terms
Rule 10b5-1 regulatory
"Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person"
Rule 10b5-1 is a regulation that allows company insiders to buy or sell their shares at predetermined times, even if they have access to non-public information. It acts like setting a schedule in advance for transactions, helping prevent accusations of unfair trading. This rule provides a way for insiders to plan trades transparently, giving investors confidence that these transactions are not based on hidden 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.
FAQ
What insider transaction did Viant Technology (DSP) disclose for its CFO?
Viant Technology reported that CFO Larry Madden sold a total of 30,519 shares of Class A common stock in open-market transactions. The sales occurred over three days in July 2026 at weighted average prices around $12.70 to $12.86 per share.