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

Viant Technology Inc. CFO Larry Madden sold shares of Class A Common Stock valued at approximately $11.27 and $10.94 per share, respectively, under a pre-established 10b5-1 trading plan.

Summary

• Larry Madden, Chief Financial Officer of Viant Technology Inc., reported the sale of Class A Common Stock on April 1st and April 2nd, 2026.
• The sales were executed under a Rule 10b5-1 trading plan adopted on December 15, 2025.
• On April 1, 2026, 7,410 shares were sold at a weighted average price of $11.2735, leaving 610,455 shares beneficially owned.
• On April 2, 2026, an additional 10,131 shares were sold at a weighted average price of $10.9447, resulting in 600,324 shares beneficially owned.
• The sales involved weighted average prices with specific ranges provided in footnotes for detailed reporting.

Sentiment

Score: 4

Explanation: StockSavvy.ai views this as a neutral to slightly negative sentiment due to significant insider selling, although mitigated by the use of a 10b5-1 plan.

Negatives

• Company insider, the CFO, has sold a significant number of shares.
• The sales occurred at prices below the current market price, though this is typical for 10b5-1 plans which are pre-scheduled.

Risks

• Insider selling can sometimes be interpreted negatively by the market, potentially impacting investor sentiment.
• The sales were conducted under a 10b5-1 plan, which is designed to avoid insider trading concerns, but the volume of sales could still be a point of discussion.

Future Outlook

No specific future outlook or guidance is provided in this Form 4 filing, which solely reports past transactions.

Management Comments

• The sales were made pursuant to a 10b5-1 plan adopted by the Reporting Person on December 15, 2025.
• The Reporting Person undertakes to provide the Issuer, any security holder of the Issuer, or the staff of the Securities and Exchange Commission, upon request, full information regarding the number of shares sold at each separate price within the range set forth in the footnotes.

Industry Context

StockSavvy.ai notes that insider selling, even under a 10b5-1 plan, is a common event for executives in the technology sector as they diversify holdings or manage personal finances. The key is to monitor the pattern and volume relative to their total holdings and the company's performance.

Stakeholder Impact

• Shareholders may view the CFO's sale of stock as a potential negative signal, although the 10b5-1 plan suggests pre-planned sales.
• Employees holding stock options or grants may be influenced by insider selling activity.
• Creditors and suppliers are unlikely to be directly impacted by this transaction.

Key Dates

Recommendation

The filing reports routine insider sales under a pre-established 10b5-1 plan, which is a standard practice and not indicative of a fundamental change in the company's outlook. While insider selling can be a concern, the structured nature of these sales suggests they are not based on non-public information. Therefore, a 'hold' recommendation is appropriate pending further company performance updates.

Keywords

Viant Technology, DSP, Form 4, Insider Trading, 10b5-1 Plan, Stock Sale, CFO, Larry Madden, Class A Common Stock, Securities Exchange Act