Viant Technology (DSP) CFO sells 35,835 shares in pre-planned Form 4 trades
Filing Impact
Filing Sentiment
Form Type
4
Rhea-AI Filing Summary
Viant Technology Inc. Chief Financial Officer Larry Madden sold 35,835 shares of Class A Common Stock in open-market transactions. The sales occurred on May 8, 2026 and May 11, 2026 at weighted average prices between $10.86 and $12.09. According to the filing, these transactions were executed under a pre-arranged Rule 10b5-1 trading plan adopted on December 15, 2025, indicating they were scheduled in advance rather than timed discretionarily. After these sales, Madden continued to directly hold more than 500,000 shares of Viant Technology Class A Common Stock.
Positive
- None.
Negative
- None.
Insights
CFO’s 35,835-share sale is pre-planned and modest versus his stake.
The CFO of Viant Technology Inc., Larry Madden, reported selling 35,835 Class A shares through three open-market transactions at prices around $11–$12. The filing states these sales were made under a Rule 10b5-1 trading plan adopted on December 15, 2025, suggesting they were pre-scheduled.
Following the transactions, Madden still directly owns over 500,000 shares visible in this filing, so the sale represents only a small portion of his holdings. Given the pre-planned nature and limited scale relative to his remaining stake, the activity appears routine rather than thesis-changing for investors.
Insider Trade Summary 10b5-1
Net Seller: 35,835 shares ($417,240)
Net Sell
3 txns
Insider
MADDEN LARRY
Role
Chief Financial Officer
Sold
35,835 shs ($417K)
| Type | Security | Shares | Price | Value |
|---|---|---|---|---|
| Sale | Class A Common Stock | 13,826 | $11.2907 | $156K |
| Sale | Class A Common Stock | 3,471 | $11.9456 | $41K |
| Sale | Class A Common Stock | 18,538 | $11.8498 | $220K |
Holdings After Transaction:
Class A Common Stock — 521,335 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 $11.31 to $12.09. 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 $10.86 to $11.82. 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 $11.86 to $12.015. 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: 35,835 shares
May 8, 2026 sale size: 18,538 shares
May 11, 2026 sale size (block 1): 13,826 shares
+2 more
5 metrics
Total shares sold
35,835 shares
Net open-market sales reported in this Form 4
May 8, 2026 sale size
18,538 shares
Class A Common Stock sold at $11.8498 weighted average
May 11, 2026 sale size (block 1)
13,826 shares
Class A Common Stock sold at $11.2907 weighted average
May 11, 2026 sale size (block 2)
3,471 shares
Class A Common Stock sold at $11.9456 weighted average
10b5-1 plan adoption date
December 15, 2025
Date CFO adopted trading plan governing these sales
Key Terms
Rule 10b5-1 plan, weighted average price, open-market sale, Class A Common Stock
4 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.
open-market sale financial
"transaction_action: open-market sale, transaction_code_description: Sale in open market or private transaction"
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 in each reported transaction"
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 did Viant Technology (DSP) CFO Larry Madden report in this Form 4?
Viant Technology CFO Larry Madden reported selling 35,835 shares of Class A Common Stock. The sales occurred in three open-market transactions on May 8 and May 11, 2026, at weighted average prices between about $10.86 and $12.09 per share.
Were the Viant Technology (DSP) CFO’s stock 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 December 15, 2025. Such plans allow executives to pre-schedule trades, helping separate routine liquidity management from discretionary market-timed transactions.
What type of security did the Viant Technology (DSP) CFO sell in this insider transaction?
The reported transactions all involved Viant Technology Inc. Class A Common Stock. No derivative securities, options, or other equity instruments appear in this filing, and the derivative position summary is empty, indicating only common stock sales were reported.