MADDEN LARRY 4

What Happened
Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), sold 7,297 shares in open-market transactions on April 6, 2026. The weighted-average sale price was $11.31 per share, producing gross proceeds of approximately $82,517. This was a sale (not a purchase), which for insiders is often routine rather than a clear signal of company outlook.

Key Details

• Transaction date: 2026-04-06; Form 4 filed 2026-04-07 (timely filing).
• Transaction type: Sale (open market) under a 10b5-1 trading plan adopted by Madden on December 15, 2025 (Footnote F1).
• Price: Weighted average $11.31; actual sale prices ranged from $11.165 to $11.505 across multiple trades (Footnote F2). The filer can provide a breakdown of shares sold at each price on request.
• Shares disposed: 7,297; gross proceeds ≈ $82,517.
• Shares owned after transaction: Not specified in the provided filing excerpt.
• Filing timeliness: Reported the next business day; not indicated as late.

Context
The sale was executed pursuant to a pre-established 10b5-1 plan, which allows insiders to sell shares on a set schedule and is commonly used to avoid timing questions. Sales under such plans are typically viewed as routine; they do not necessarily reflect the insider’s private view of the company.