Viant (DSP) CFO Larry Madden Sells 2,814 Shares

What Happened

• Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), sold 2,814 common shares in an open-market transaction on July 23, 2026. The weighted-average price reported was $10.69 per share, for total proceeds of approximately $30,070. This was a sale (not a purchase) and is often routine trading rather than a direct signal about company prospects.

Key Details

• Transaction date: July 23, 2026; filing date: July 27, 2026 (see note on timeliness below).
• Price: weighted-average $10.69; individual sale prices ranged from $10.58 to $10.81 (multiple trades).
• Shares disposed: 2,814; proceeds ≈ $30,070.
• Shares owned after transaction: not disclosed in the provided filing.
• Footnotes: F1 — shares sold pursuant to a 10b5-1 trading plan adopted Dec 15, 2025. F2 — the reported price is a weighted average across multiple execution prices; the filer will provide a price-by-price breakdown on request.
• Timeliness: filed four calendar days after the trade (July 27). That is consistent with being within the typical two-business-day Form 4 deadline if weekend/holiday days intervened; confirm with the official filing timestamp if timeliness is a concern.

Context

• The sale was executed under a pre-established 10b5-1 plan, which generally authorizes scheduled trades and is considered routine. Such planned sales reduce the weight of this transaction as an indicator of the insider’s current view of the company.