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  4. [Form 4] Viant Technology Inc. Insider Trading Activity

Viant Technology Inc. (NASDAQ: DSP) CFO sells 4,224 shares under 10b5-1 plan

Filing Impact
(Neutral)
Filing Sentiment
(Negative)
Form Type
4

Rhea-AI Filing Summary

Viant Technology Inc. Chief Financial Officer Larry Madden reported selling 4,224 shares of Class A Common Stock on January 22, 2026. The shares were sold at a weighted average price of $13.0885 per share, with individual trade prices ranging from $13.00 to $13.175. After this transaction, Madden beneficially owns 405,554 shares of Viant stock in direct ownership. The sale was made under a pre-arranged Rule 10b5-1 trading plan that Madden adopted on June 2, 2025, which is designed to allow insiders to sell shares over time according to predetermined instructions.

Positive

  • None.

Negative

  • None.
Insider MADDEN LARRY
Role Chief Financial Officer
Sold 4,224 shs ($55K)
Type Security Shares Price Value
Sale Class A Common Stock 4,224 $13.0885 $55K
Holdings After Transaction: Class A Common Stock — 405,554 shares (Direct)
Footnotes (1)
  1. Shares sold pursuant to a 10b5-1 plan adopted by the Reporting Person on June 2, 2025. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $13.00 to $13.175. 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.
Form 4 Insider Transactions: What Each Field Means →
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 CA 92612
(City) (State) (Zip)
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
3. Date of Earliest Transaction (Month/Day/Year)
01/22/2026
4. If Amendment, Date of Original Filed (Month/Day/Year)
 6. Individual or Joint/Group Filing (Check Applicable Line)
X Form filed by One Reporting Person
Form filed by More than One Reporting Person
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 01/22/2026 S(1) 4,224 D $13.0885(2) 405,554 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 2, 2025.
2. The price reported in Column 4 is a weighted average price. These shares were sold in multiple transactions at prices ranging from $13.00 to $13.175. 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 01/26/2026
** 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.

Source: View Original Filing on SEC EDGAR

FAQ

What insider transaction did Viant Technology (DSP) disclose for Larry Madden?

Viant Technology Inc. disclosed that Chief Financial Officer Larry Madden sold 4,224 shares of Class A Common Stock on January 22, 2026, as reported on a Form 4.

At what price did Viant CFO Larry Madden sell his DSP shares?

The reported weighted average sale price was $13.0885 per share, with individual trades executed at prices ranging from $13.00 to $13.175 per share.

How many Viant Technology shares does Larry Madden own after this Form 4 sale?

Following the reported transaction, Larry Madden beneficially owns 405,554 shares of Viant Technology Inc. Class A Common Stock in direct ownership.

Was Larry Madden’s Viant share sale under a 10b5-1 trading plan?

Yes. The filing states the shares were sold pursuant to a Rule 10b5-1 trading plan adopted by Larry Madden on June 2, 2025, which automates trades based on preset instructions.

What role does Larry Madden hold at Viant Technology (DSP)?

Larry Madden is identified in the filing as Chief Financial Officer of Viant Technology Inc. and is the reporting person for this Form 4 transaction.

What type of security did Viant’s CFO sell in this Form 4?

The transaction involved Class A Common Stock of Viant Technology Inc., as shown in Table I of the Form 4.