Form 4: Viant Technology CFO Larry Madden Sells Shares Under 10b5-1 Trading Plan

Viant Technology's CFO, Larry Madden, executed multiple sales of Class A Common Stock between September 20th and 24th, 2024, under a pre-arranged Rule 10b5-1 trading plan.

Summary

• Larry Madden, CFO of Viant Technology Inc., sold shares of Class A Common Stock on September 20, 2024, September 23, 2024, and September 24, 2024.
• The sales were executed under a Rule 10b5-1 trading plan established on May 9, 2024.
• On September 20, 2024, 1,116 shares were sold at a weighted average price of $11.0177, reducing his holdings to 541,518 shares.
• On September 23, 2024, 3,084 shares were sold at a weighted average price of $11.0511, further reducing his holdings to 538,434 shares.
• On September 24, 2024, 2,776 shares were sold at a weighted average price of $11.1525, resulting in a final holding of 535,658 shares.
• The prices for the sales on each day varied within a range, and full details of the number of shares sold at each price are available upon request to Viant Technology Inc., its security holders, or the SEC staff.

Sentiment

Score: 5

Explanation: The document is a standard SEC filing reporting stock sales by an executive. It doesn't inherently convey positive or negative sentiment, as it's a routine disclosure.

Industry Context

Sales by company insiders are common and often pre-planned to avoid accusations of insider trading. The use of a 10b5-1 plan indicates the sales were arranged in advance.

Comparison to Industry Standards

• Executive stock sales are a normal part of corporate compensation and portfolio management.
• The volume of shares sold is relatively small compared to the total outstanding shares of Viant Technology.
• Similar sales are often seen at comparable companies in the technology sector, such as The Trade Desk or PubMatic, where executives periodically liquidate stock holdings for personal financial planning.

Stakeholder Impact

• The stock sales could have a minor impact on shareholders if they perceive it as a lack of confidence by the CFO, although the existence of a 10b5-1 plan mitigates this concern.
• The impact on employees, customers, suppliers, and creditors is likely to be negligible.

Key Dates