Viant (DSP) CFO Larry Madden Sells 27,451 Shares

What Happened

• Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), sold a total of 27,451 shares in open-market transactions on August 11, 2026, generating roughly $358,514 in proceeds. The sales were reported as two blocks: 26,020 shares at a weighted-average price of $13.03 (≈ $338,944) and 1,431 shares at a weighted-average price of $13.68 (≈ $19,570). These were sales (S) — typically routine disposition rather than a bullish purchase signal.

Key Details

• Transaction date: August 11, 2026; Form 4 filed August 13, 2026 (timely within the 2‑business‑day requirement).
• Share counts and prices:
  • 26,020 shares sold @ weighted avg $13.03; price range reported $12.51–$13.455 (Footnote F2).
  • 1,431 shares sold @ weighted avg $13.68; price range reported $13.66–$13.70 (Footnote F3).
• Total proceeds: approximately $358,514.
• Footnote F1: Sales were made under a pre-established 10b5-1 trading plan adopted Dec 15, 2025 (preplanned trades).
• The filing offers to provide, upon request, the number of shares sold at each price within the reported ranges.
• Shares owned after the transaction: not disclosed in the provided filing details.

Context

• Because these trades were executed under a 10b5-1 plan, they were prearranged and are generally viewed as routine insider liquidity rather than an ad hoc signal about company prospects. Sales are informative about insider activity but do not necessarily indicate a change in view on the company.