Viant Technology CFO Larry Madden Executes Sale of 2,814 Shares Under Pre-Arranged Rule 10b5-1 Plan

Comprehensive Overview of the Stock Sale

Filed on July 27, 2026, the disclosure details CFO Larry Madden’s sale of 2,814 shares of Viant Technology’s Class A Common Stock on July 23, 2026. The weighted average price for these shares was $10.6857, reflecting the combined value of multiple transactions executed on that date.

The filing specifies that individual transactions in this sale ranged between $10.58 and $10.81 per share. Madden has committed to providing detailed information about the number of shares sold at each price point upon request by the issuer, any security holder, or the Securities and Exchange Commission, ensuring full transparency of the transaction.

Understanding the Rule 10b5-1 Trading Plan

This sale was carried out under a Rule 10b5-1 trading plan that Madden adopted on December 15, 2025. Such plans allow insiders to set predetermined schedules for buying or selling securities, mitigating concerns about trading while in possession of material nonpublic information. By establishing this plan in advance, Madden was able to execute trades according to a fixed schedule, irrespective of market conditions or company developments that might otherwise restrict trading.

The filing confirms the transaction was conducted pursuant to a contract, instruction, or written plan intended to meet the affirmative defense criteria under Rule 10b5-1(c). This designation informs investors that the trade was part of a structured, pre-planned arrangement rather than a discretionary sale.

Madden’s Ownership Stake After the Sale

Following the July 23, 2026 sale, Larry Madden continues to hold a substantial beneficial ownership of 425,822 shares of Viant Technology’s Class A Common Stock. This remaining stake reflects his direct ownership after divesting the 2,814 shares.

Disclosing Madden’s post-sale ownership is critical for investors to gauge the level of insider confidence and ongoing financial interest in the company. Retaining a large shareholding may indicate sustained confidence in Viant Technology’s future prospects despite the partial sale.

Insider Role and Reporting Requirements

Larry Madden is identified as an Officer of Viant Technology Inc., serving as Chief Financial Officer. He is subject to Section 16 reporting requirements under the Securities Exchange Act of 1934, which mandate timely public disclosure of securities transactions by corporate insiders.

As CFO, Madden is responsible for overseeing financial operations and strategy. Insider transactions by executives like Madden are closely watched by investors and analysts for insights into management’s views on the company’s valuation and outlook. Public filings such as this Form 4 ensure transparency of insider trading activities.

Transaction Timeline and Filing Information

The stock sale took place on July 23, 2026, with the disclosure filing submitted to the SEC on July 27, 2026. This four-day interval complies with standard Form 4 filing deadlines, which generally require submission within two business days of the transaction. Madden personally signed the filing.

This report is an original filing, not an amendment, indicating no prior disclosures of this transaction. The transaction code "S" confirms the activity was a sale of securities. All details are current as of the filing date, July 27, 2026.

Investor Insights on Insider Transactions

Investors tracking insider activity at Viant Technology should consider the context and frequency of such trades. Insider sales can result from various motivations including portfolio diversification, liquidity needs, or tax planning. A single sale does not necessarily reflect management’s broader sentiment about the company.

However, analyzing insider transactions over time can provide valuable signals about executive confidence. The use of a Rule 10b5-1 plan, as in Madden’s case, highlights a systematic, prearranged approach rather than an opportunistic trade, offering a different perspective for investors interpreting the sale.

Regulatory Compliance and Transparency

Form 4 filings like this are essential components of the SEC’s insider trading oversight, ensuring investors have access to detailed information on securities transactions by insiders. The disclosure of weighted average prices, transaction ranges, and post-sale ownership enhances market transparency and helps prevent information asymmetry.

Viant Technology’s Market Position

Viant Technology Inc. operates within the technology and digital marketing sectors. Its Class A Common Stock is traded on NASDAQ under the ticker DSP. The transaction price range of $10.58 to $10.81 on July 23, 2026, provides insight into the stock’s trading activity on that day. Investors may want to review Viant’s recent financial performance and market conditions as of mid-2026 for additional context.

As a NASDAQ-listed company, Viant Technology adheres to rigorous disclosure and governance standards, including regular financial reporting and compliance with insider trading regulations. Madden’s July 27, 2026 filing reflects adherence to these obligations.

Implications of the Disclosure for Shareholders

For shareholders, insider transaction disclosures offer one perspective on management’s view of company value. CFO Larry Madden’s retention of over 425,000 shares alongside a modest sale suggests a balanced approach to managing his holdings rather than a full divestiture.

Shareholders and potential investors should evaluate insider sales alongside broader company fundamentals, earnings outlook, competitive landscape, and market trends. A single insider sale should not be viewed in isolation. No immediate impact on the stock price was evident from publicly available information related to this transaction.