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

Yes. The filing notes 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 and less discretionary.

Viant CFO sells 30,519 shares under 10b5-1 plan

Viant Technology Inc. Chief Financial Officer Larry Madden reported open-market sales of Class A common stock across three days.

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Filing Sentiment

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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 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.

Insider Trade Summary 10b5-1

Net Seller: 30,519 shares

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)

Footnotes (4)

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 $12.61 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.
F3. 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.
F4. 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

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

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.

How many Viant Technology (DSP) shares does the CFO hold after the Form 4 trades?

After the reported sales, CFO Larry Madden directly holds 428,636 shares of Viant Technology Class A common stock. This figure reflects his position following the three open-market sale transactions disclosed in the Form 4 filing for early July 2026.

Over what dates did Viant Technology (DSP) CFO sell shares?

CFO Larry Madden sold shares on July 6, July 7, and July 8, 2026. Each day involved a separate open-market sale transaction in Viant Technology Class A common stock, with a combined total of 30,519 shares sold across the three days.

At what prices were Viant Technology (DSP) CFO’s shares sold?

The reported prices are weighted averages: $12.7760 on July 6, $12.8609 on July 7, and $12.6949 on July 8, 2026. Each day’s sales consisted of multiple trades within price ranges disclosed in the Form 4 footnotes.

How many Viant Technology (DSP) shares did the CFO sell in total?

The Form 4 shows CFO Larry Madden sold a total of 30,519 shares of Viant Technology Class A common stock. This total comes from three separate open-market sale transactions reported for early July 2026.

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 07/08/2026 - 08:41 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)
07/06/2026

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	07/06/2026		S⁽¹⁾		10,097	D	$12.776⁽²⁾	449,058	D
Class A Common Stock	07/07/2026		S⁽¹⁾		9,149	D	$12.8609⁽³⁾	439,909	D
Class A Common Stock	07/08/2026		S⁽¹⁾		11,273	D	$12.6949⁽⁴⁾	428,636	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 $12.61 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.

3. 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.

4. 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.

Remarks:

	/s/ Larry Madden	07/08/2026
	** 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