Form 4: Viant Technology CFO Executes Planned Stock Sale
Statement of Changes in Beneficial Ownership
Viant Technology CFO Larry Madden sold 35,835 shares of Class A Common Stock under a pre-established 10b5-1 trading plan.
Summary
- CFO Larry Madden sold a total of 35,835 shares of Viant Technology Inc. Class A Common Stock.
- The transactions occurred on May 8, 2026, and May 11, 2026.
- Sales were executed at weighted average prices ranging from $11.29 to $11.95 per share.
- The sales were conducted pursuant to a Rule 10b5-1 trading plan adopted on December 15, 2025.
Sentiment
Score: 5
Explanation: StockSavvy.ai views this as a neutral event, as the sales were executed under a pre-arranged 10b5-1 plan, which is a standard mechanism for executive financial planning.
Positives
- The sales were pre-planned via a 10b5-1 trading plan, indicating the transactions were not based on non-public information.
Negatives
- The sale represents a reduction in the executive's direct equity stake in the company.
Risks
- Insider selling can sometimes be perceived negatively by the market, potentially impacting short-term stock sentiment.
Future Outlook
No specific forward-looking guidance regarding company operations was provided in this filing.
Management Comments
- The reporting person confirms the sales were made pursuant to a contract, instruction, or written plan intended to satisfy Rule 10b5-1(c).
Industry Context
StockSavvy.ai notes that routine insider selling under 10b5-1 plans is a standard corporate governance practice for executives to manage personal liquidity and is generally viewed as neutral by institutional investors.
Comparison to Industry Standards
- The use of 10b5-1 plans is the industry standard for executives to avoid potential conflicts of interest regarding insider trading regulations.
Stakeholder Impact
- Minimal impact expected as the transactions were pre-planned and disclosed in accordance with SEC regulations.
Next Steps
- No future actions or milestones were disclosed in this filing.
Key Dates
| Date | Description |
|---|---|
| 2025-12-15 | Date the 10b5-1 trading plan was adopted. |
| 2026-05-08 | Date of the first reported transaction. |
| 2026-05-11 | Date of the subsequent reported transactions. |
| 2026-05-12 | Date the Form 4 was signed and filed. |
Keywords
Viant Technology, DSP, Insider Trading, Form 4, CFO, Equity Sale
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