Viant (DSP) CFO Larry Madden Sells 31,644 Shares

What Happened Larry Madden, Chief Financial Officer of Viant Technology Inc. (DSP), sold a total of 31,644 shares in open-market transactions. On 2026-09-16 he sold 17,042 shares at a weighted average price of $12.52 for proceeds of $213,284; on 2026-09-18 he sold 14,602 shares at a weighted average price of $12.10 for proceeds of $176,735 — total proceeds approximately $390,019. These were sales (not purchases) and therefore generally considered routine liquidation rather than a bullish purchase signal.

Key Details

• Transaction dates and prices: 2026-09-16 — 17,042 shares at $12.52 (weighted avg; range $12.25–$12.71); 2026-09-18 — 14,602 shares at $12.10 (weighted avg; range $12.00–$12.235).
• Total shares sold: 31,644; total proceeds: ~$390,019.
• Shares owned after transaction: Not reported in the provided Form 4 details.
• Footnotes: F1 — sales executed pursuant to a 10b5-1 plan adopted by Madden on June 16, 2026. F2 & F3 — reported prices are weighted averages from multiple transactions; the reporting person can provide per-trade price breakdown on request.
• Filing timeliness: Report filed 2026-09-18 covering trades on 09-16 and 09-18; no late filing indicated based on provided dates.

Context Sales made under a pre-established 10b5-1 plan are typically routine and intended to avoid trading on nonpublic information; they do not necessarily indicate a change in the insider’s view of the company. For retail investors, purchases by insiders can be a stronger signal than routine sales. Monitor future Form 4s for any changes in pattern or additional disclosures about holdings.