MADDEN LARRY 4

What Happened

• Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), reported open-market sales totaling 35,835 shares for aggregate proceeds of approximately $417,240.
• Transactions reported: 18,538 shares on 2026-05-08 (reported price $11.85; proceeds $219,672), 13,826 shares on 2026-05-11 (reported price $11.29; proceeds $156,105), and 3,471 shares on 2026-05-11 (reported price $11.95; proceeds $41,463). All disposals are sales (S).

Key Details

• Transaction dates: 2026-05-08 and 2026-05-11.
• Reported prices shown are weighted averages; the filing notes the shares were sold in multiple transactions at varying prices (ranges disclosed in the filing).
• Sales were made pursuant to a 10b5-1 trading plan adopted by Madden on December 15, 2025.
• Shares owned after the transactions: not specified in the provided filing excerpt.
• Filing date: 2026-05-12. Because the earliest trade occurred on 2026-05-08, the report may be later than the typical two-business-day Form 4 deadline for that trade.

Context

• These were sales executed under a pre-established 10b5-1 plan, which allows insiders to sell according to a preset schedule and is generally considered a routine compliance mechanism; it does not by itself indicate current insider sentiment.
• The filing discloses weighted-average prices and provides that the reporting person will supply a per-price breakdown upon request to the issuer, shareholders, or the SEC staff.