MADDEN LARRY 4

What Happened Larry Madden, Viant Technology (DSP) Chief Financial Officer, sold a total of 30,519 shares in open-market transactions: 10,097 shares on 2026-07-06 ($12.78 each, $128,999), 9,149 shares on 2026-07-07 ($12.86 each, $117,664), and 11,273 shares on 2026-07-08 (~$12.69 each, $143,110). Total reported proceeds across the three days are approximately $389,773. These were sales (not purchases) reported on a Form 4.

Key Details

• Transaction dates and reported weighted-average prices:
  • 2026-07-06: 10,097 shares at $12.78 (weighted average; trades ranged $12.61–$13.01).
  • 2026-07-07: 9,149 shares at $12.86 (weighted average; trades ranged $12.69–$13.00).
  • 2026-07-08: 11,273 shares at $12.69 (weighted average; trades ranged $12.43–$12.845).
• Total shares sold: 30,519; total proceeds reported: ~$389,773.
• Shares owned after transaction: Not specified in the provided filing.
• Notable footnotes:
  • Sales were made pursuant to a 10b5-1 trading plan adopted by Madden on December 15, 2025.
  • Reported prices are weighted averages across multiple trades; the reporting person will provide per-trade price breakdowns on request.
• Filing timeliness: Form filed July 8, 2026 reporting trades from July 6–8; no late-filing flag was provided in the information given.

Context These sales were executed under a pre-established 10b5-1 plan, which is commonly used by insiders to automate planned sales and reduce questions about trading based on nonpublic information. For retail investors, purchases generally signal stronger insider conviction than routine sales; this filing documents routine disposition under a scheduled plan rather than an ad hoc market-timed sale.