Form 4: Viant CFO Larry Madden Executes Planned Stock Sale

Viant Technology Inc. CFO Larry Madden sold 33,333 shares of Class A Common Stock under a pre-arranged 10b5-1 trading plan.

Summary

• CFO Larry Madden sold a total of 33,333 shares of Viant Technology Inc. Class A Common Stock.
• The sales occurred on June 5, 2026, and June 8, 2026.
• The transactions were executed pursuant to a Rule 10b5-1 trading plan adopted on December 15, 2025.
• Following these transactions, Larry Madden retains beneficial ownership of 484,531 shares.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the sales were executed through a pre-planned 10b5-1 program, which is a routine mechanism for executive financial planning.

Positives

• The sales were conducted under a pre-established 10b5-1 plan, indicating the transactions were scheduled in advance rather than based on non-public information.

Negatives

• The sale represents a reduction in the equity stake held by a key executive, which may be perceived as a lack of long-term confidence by some market participants.

Risks

• Continued selling by insiders could exert downward pressure on the stock price.
• Market perception of insider selling can lead to increased volatility.

Future Outlook

No specific forward-looking guidance regarding company operations was provided in this filing.

Industry Context

StockSavvy.ai notes that insider selling via 10b5-1 plans is a standard practice for executives to diversify their personal portfolios and is generally viewed as neutral by institutional investors when pre-planned.

Comparison to Industry Standards

• The use of 10b5-1 plans is the industry standard for corporate executives to manage equity holdings while maintaining compliance with SEC insider trading regulations.

Stakeholder Impact

• Shareholders should note the reduction in insider ownership, though the pre-planned nature mitigates concerns regarding potential negative sentiment.

Next Steps

• Continued monitoring of future Form 4 filings for further insider activity.

Key Dates

Keywords

Viant Technology, DSP, Insider Trading, Form 4, CFO, Equity Sale