SCHEDULE: Viant CFO Larry Madden Boosts Stake to 7.8%

Viant Technology Inc.'s CFO, Larry Madden, has increased his beneficial ownership in the company's Class A common stock to 7.8% through the vesting of stock options and RSUs.

Summary

• Larry Madden, Chief Financial Officer of Viant Technology Inc., beneficially owns 1,401,423 shares of Class A Common Stock.
• This ownership represents 7.8% of the Class A Common Stock outstanding, based on 16,678,890 shares outstanding as of November 7, 2025.
• The beneficial ownership includes 194,940 shares held of record, 666,719 shares underlying stock options exercisable within 60 days, 65,408 shares underlying RSUs vesting within 60 days, and 474,356 shares underlying Class B Units convertible on a one-to-one basis.
• On January 9, 2026, Madden acquired 221,631 shares underlying stock options and 65,408 shares underlying RSUs, which vest within 60 days of that date.
• These stock options and RSUs were awarded by Viant Technology Inc. as consideration for services rendered by Madden.
• No transactions in Class A Common Stock were effected by the Reporting Person since the filing of Amendment No. 4.

Sentiment

Score: 7

Explanation: The increase in beneficial ownership by a key executive, Larry Madden, through compensation-related vesting and exercise, generally signals management's continued confidence in the company's future prospects, which is a positive indicator for investors.

Positives

• Increased beneficial ownership by a key executive (CFO Larry Madden) can signal strong insider confidence in the company's future performance and valuation.
• The acquisition of shares through vesting stock options and RSUs aligns management's interests with those of shareholders.

Management Comments

• Larry Madden, as Chief Financial Officer, is the reporting person for this filing, indicating his direct involvement and beneficial ownership in the company.

Industry Context

This filing primarily concerns an executive's beneficial ownership, which is a company-specific event rather than a direct reflection of broader industry trends. However, increased insider ownership in the ad-tech or digital advertising sector can be viewed positively by investors as a sign of confidence in the company's strategy and market position within a competitive industry.

Related Party Transactions

• Larry Madden acquired 221,631 shares underlying stock options and 65,408 shares underlying RSUs, which were awarded by Viant Technology Inc. as compensation for services rendered. These are transactions between the company and an executive.

Stakeholder Impact

• Shareholders: Increased insider ownership by a key executive can be interpreted as a positive signal, potentially boosting investor confidence in the company's long-term value and strategic direction.
• Employees: The vesting of stock options and RSUs for the CFO demonstrates the company's compensation structure, which may influence employee morale and retention.

Key Dates

Keywords

Viant Technology Inc., Larry Madden, Class A Common Stock, Beneficial Ownership, Schedule 13D, Insider Ownership, Stock Options, RSUs, Corporate Governance, Executive Compensation