MADDEN LARRY 4

What Happened
Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), sold 4,224 shares on January 22, 2026 in an open-market transaction for a total of approximately $55,286. The reported weighted-average price was $13.09 per share (individual trades ranged from $13.00 to $13.175). This was a sale (not a purchase or option exercise).

Key Details

• Transaction date: 2026-01-22
• Transaction type: Sale (open-market), 4,224 shares, total proceeds ≈ $55,286
• Price: Weighted average $13.09; individual trade prices ranged $13.00–$13.175 (footnote offers per-price breakdown on request)
• Shares owned after transaction: Not disclosed in the information provided in this summary/filing excerpt
• Footnotes: Sale executed pursuant to a 10b5-1 trading plan adopted by the reporting person on June 2, 2025; weighted-average pricing noted and breakdown available on request
• Timeliness: Report filed 2026-01-26 for a 2026-01-22 trade; filing date appears to meet the standard two-business-day Form 4 deadline

Context
Sales under a 10b5-1 plan are prearranged trading programs that allow insiders to sell shares at set times or under set conditions; such sales are generally treated as planned transactions rather than direct signals of changing insider sentiment. This filing reports a straightforward open-market sale—no option exercise, gift, or award was involved.