Form 4: Viant CFO Sells Shares Under Pre-Arranged 10b5-1 Plan

Viant Technology Inc.'s Chief Financial Officer, Larry Madden, sold 4,224 shares of Class A Common Stock for a weighted average price of $13.0885 per share under a pre-arranged 10b5-1 plan.

Summary

• Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), reported a sale of Class A Common Stock.
• The transaction involved the disposition of 4,224 shares.
• The shares were sold at a weighted average price of $13.0885 per share.
• The sale occurred on January 22, 2026.
• The transaction was executed pursuant to a Rule 10b5-1 trading plan, which was adopted by Mr. Madden on June 2, 2025.
• Following this transaction, Mr. Madden directly beneficially owns 405,554 shares of Class A Common Stock.
• The shares were sold in multiple transactions at prices ranging from $13.00 to $13.175.

Sentiment

Score: 5

Explanation: The sentiment is neutral. While an insider sale can be perceived negatively, the execution under a pre-arranged 10b5-1 plan mitigates concerns about opportunistic selling based on non-public information.

Positives

• The sale was conducted under a Rule 10b5-1 plan, indicating it was pre-scheduled and not based on immediate, non-public information, which is a positive for corporate governance and transparency.

Negatives

• An insider sale, even if pre-planned, can sometimes be interpreted by the market as a signal of reduced confidence in the company's near-term prospects or a need for personal liquidity.

Stakeholder Impact

• Shareholders may interpret the CFO's sale of shares as a signal, potentially influencing their perception of the company's future performance, although the 10b5-1 plan reduces the immediate negative implication.

Key Dates

Recommendation

A single insider sale, even by a CFO, when executed under a pre-arranged 10b5-1 plan, typically does not provide sufficient new fundamental information to warrant a change in investment recommendation. The sale is likely for personal financial planning rather than a reflection of a change in the company's outlook. Investors should consider this transaction in the broader context of the company's financial performance and strategic initiatives, rather than as a standalone strong buy or sell signal.

Keywords

Viant Technology Inc., DSP, Larry Madden, Chief Financial Officer, CFO, Insider Trading, Stock Sale, 10b5-1 Plan, SEC Form 4, Class A Common Stock