Form 4: Viant CFO Larry Madden Executes Stock Sale Plan

Viant Technology Inc. CFO Larry Madden sold 39,328 shares of Class A Common Stock under a pre-arranged 10b5-1 trading plan.

Summary

• Larry Madden, Chief Financial Officer of Viant Technology Inc., sold a total of 39,328 shares of Class A Common Stock over three days.
• The sales occurred on April 21, 22, and 23, 2026.
• The transactions were executed pursuant to a Rule 10b5-1 trading plan adopted on December 15, 2025.
• Following these transactions, the reporting person retains beneficial ownership of 553,699 shares.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the sales were pre-planned and represent standard executive financial management rather than a reaction to company performance.

Positives

• The sales were conducted under a pre-established 10b5-1 plan, which is a standard mechanism for executives to sell stock without triggering insider trading concerns.

Negatives

• The sale represents a reduction in the executive's direct equity stake in the company.

Risks

• Continued selling by key executives may be perceived negatively by retail investors, potentially impacting short-term stock price volatility.

Future Outlook

No forward-looking guidance or operational outlook was provided in this regulatory filing.

Industry Context

StockSavvy.ai notes that executive stock sales under 10b5-1 plans are routine corporate governance events and generally do not signal a change in company fundamentals or management confidence.

Comparison to Industry Standards

• The use of 10b5-1 plans is the industry standard for executives at publicly traded technology firms to manage personal liquidity while maintaining regulatory compliance.

Stakeholder Impact

• Minimal impact expected as the sales were executed via a pre-arranged plan.

Next Steps

• No future actions or milestones were disclosed in this filing.

Key Dates

Keywords

Viant Technology, DSP, Insider Trading, Form 4, CFO, Stock Sale, 10b5-1