MADDEN LARRY 4

What Happened
Larry Madden, Chief Financial Officer of Viant Technology (DSP), sold a total of 33,333 shares in two open‑market transactions. On June 5, 2026 he sold 18,663 shares at a weighted average price of $12.24 for proceeds of $228,484 (footnote F2: fills ranged $12.05–$12.895). On June 8, 2026 he sold 14,670 shares at a weighted average price of $12.10 for proceeds of $177,479 (footnote F3: fills ranged $12.01–$12.32). Total proceeds were about $405,963. These were sales (routine liquidity) executed pursuant to a pre‑set 10b5‑1 trading plan.

Key Details

• Transaction dates: 2026-06-05 (18,663 shares @ $12.24 WAP, $228,484) and 2026-06-08 (14,670 shares @ $12.10 WAP, $177,479). Total ≈ 33,333 shares / $405,963.
• Footnotes: F1—sales pursuant to a 10b5‑1 plan adopted Dec 15, 2025; F2/F3—reported prices are weighted averages; individual trade prices ranged $12.01–$12.895, with the filer offering to provide per‑trade details on request.
• Shares owned after the transactions: not specified in the provided filing.
• Filing: Form 4 filed 2026-06-08; no late filing is indicated in the provided information.
• Transaction code: S = Sale.

Context
Sales made under a 10b5‑1 plan are scheduled trades established in advance and are common for executives managing personal liquidity; they do not necessarily signal a change in the insider’s view of the company. For retail investors, purchases tend to be more indicative of insider confidence than routine sales.