MADDEN LARRY 4

What Happened
Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), sold a total of 17,541 shares in two open‑market transactions on April 1–2, 2026. He disposed of 7,410 shares on April 1 at a weighted average price reported as $11.27 (proceeds reported $83,537) and 10,131 shares on April 2 at a weighted average price reported as $10.94 (proceeds reported $110,881), for total proceeds of about $194,418. These were sales (not purchases) and therefore generally routine dispositions rather than a bullish signal.

Key Details

• Transaction dates & prices:
  • 2026-04-01: Sold 7,410 shares; weighted average price $11.27; proceeds $83,537 (prices in range $11.165–$11.44). (Footnote F2)
  • 2026-04-02: Sold 10,131 shares; weighted average price $10.94; proceeds $110,881 (prices in range $10.63–$11.12). (Footnote F3)
• Total shares sold: 17,541; total reported proceeds: ~$194,418.
• Sales were made pursuant to a 10b5‑1 trading plan adopted by Madden on December 15, 2025 (Footnote F1), meaning trades were prearranged.
• The filer notes they can provide per‑price sale breakdowns on request (per F2/F3).
• Shares owned after the transactions are not specified in the provided filing excerpt.
• Filing date: April 3, 2026 — the Form 4 was filed shortly after the trades; no late‑filing indication is shown in the provided data.

Context
Sales executed under a 10b5‑1 plan are preplanned dispositions and are common for insiders managing diversification or liquidity; they do not necessarily reflect a change in the insider’s view of the company. For retail investors, purchases are generally more informative about insider confidence than routine, prearranged sales.