Viant Technology (NASDAQ: DSP) CFO details 5.13% stake and new Rule 10b5-1 sales plan

Rhea-AI Filing Summary

Larry Madden, CFO of Viant Technology Inc., filed Amendment No. 7 to his Schedule 13D, reporting beneficial ownership of 1,076,418 shares of Class A common stock, or 5.13% of the class. This stake includes shares held directly, exercisable stock options and convertible Class B Units.

Since the prior amendment, he received 23,489 shares underlying stock options and 44,511 RSUs as compensation and sold 108,496 shares in recent open-market trades under a December 2025 Rule 10b5-1 plan. He also adopted a new June 2026 Rule 10b5-1 trading plan that permits periodic sales of up to 144,978 additional shares between September 16, 2026 and March 31, 2027, subject to its terms and market conditions.

Insights

Equity ownership and governance analyst

CFO maintains a 5.13% economic stake while layering pre-planned sale programs.

The filing shows Larry Madden beneficially owning 1,076,418 Viant Technology Class A equivalent shares, or 5.13% of outstanding shares as of May 8, 2026. His position combines directly held stock, exercisable options and convertible Class B Units, keeping him aligned economically with shareholders.

Recent activity includes open-market disposals of 108,496 shares executed under a December 2025 Rule 10b5-1 plan, plus awards of options and RSUs as compensation. A new June 2026 10b5-1 plan authorizes potential sales of up to 144,978 shares between September 16, 2026 and March 31, 2027, signaling a structured, pre-planned approach to liquidity rather than ad hoc trading.

The overall picture is a senior executive with a meaningful, partially hedged equity position using standardized trading plans. Actual share sales and their pace will follow the plan’s formulas, market prices and other conditions rather than discretionary timing.

Key Figures

Beneficial ownership: 1,076,418 shares Ownership percentage: 5.13% Shares outstanding: 20,021,706 shares +5 more

8 metrics

Beneficial ownership 1,076,418 shares Class A common stock beneficially owned by Larry Madden

Ownership percentage 5.13% Portion of Class A common stock based on 20,021,706 shares outstanding as of May 8, 2026

Shares outstanding 20,021,706 shares Class A common stock outstanding as of May 8, 2026

Exercisable options 497,084 shares Shares underlying stock options exercisable within 60 days

Convertible Class B Units 474,356 units Class B Units currently convertible one-to-one into Class A shares

Recent open-market sales 108,496 shares Disposed over the past 60 days under the December 2025 10b5-1 plan

New 10b5-1 plan capacity 144,978 shares Maximum Class A shares subject to June 2026 10b5-1 trading plan

Tax-withholding sale 25,376 shares at $11.10 Shares sold June 15, 2026 to cover RSU withholding tax

Key Terms

Schedule 13D, Rule 10b5-1, beneficially own, Class B Units, +2 more

6 terms

Schedule 13D regulatory

"This Amendment No. 7 to (this "Amendment No. 7") amends and supplements the statement on filed with the"

A Schedule 13D is a legal document that investors file with regulators when they buy a large enough stake in a company to potentially influence its management or decisions. It provides details about the investor’s intention, ownership stake, and plans, helping other investors understand who is gaining control and what their motives might be.

Rule 10b5-1 regulatory

"On June 17, 2026, the Reporting Person entered into a new trading plan pursuant to Rule 10b5-1 , as amended (the "June 2026 10b5-1 Trading Plan")."

Rule 10b5-1 is a regulation that allows company insiders to buy or sell their shares at predetermined times, even if they have access to non-public information. It acts like setting a schedule in advance for transactions, helping prevent accusations of unfair trading. This rule provides a way for insiders to plan trades transparently, giving investors confidence that these transactions are not based on hidden information.

beneficially own financial

"The Reporting Person may be deemed to beneficially own 1,076,418 shares of Class A Common Stock"

Beneficially own means having the economic rights and risks of a security—such as the right to receive dividends, sell the shares, or profit from price changes—whether or not your name appears on the official share register. Think of it like renting a car: you use it and reap the benefits even if the title lists someone else. Investors care because beneficial ownership determines who truly controls value, must be disclosed under securities rules, and can signal potential influence or trading activity that affects a stock’s price.

Class B Units financial

"474,356 shares of Class A Common Stock underlying Class B Units that are currently convertible on a one-to-one basis."

open-market transactions financial

"the Reporting Person disposed of an aggregate of 108,496 shares of Class A Common Stock in a series of open-market transactions"

Open-market transactions are purchases or sales of a company’s securities that take place on public exchanges rather than through private agreements. They matter to investors because these trades change the number of shares available, can move the stock price, and often signal management’s view of the company’s value—like a store restocking or clearing shelves, altering supply and the price shoppers see.

withholding tax financial

"to cover withholding tax associated with the vesting and settlement of the Reporting Person's RSUs."

Withholding tax is a government-required portion of a payment—such as dividends, interest, or salary—that the payer keeps back and sends directly to tax authorities before the recipient receives the money. For investors it reduces the cash they actually get and changes the after-tax return on an investment; rates and refund or credit rules vary by country and can materially affect comparisons between similar investments, like a cashier holding part of a bill to cover taxes.

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SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

SCHEDULE 13D

Under the Securities Exchange Act of 1934

(Amendment No. 7)

Viant Technology Inc.

(Name of Issuer)

Class A common stock, par value $0.001 per share

(Title of Class of Securities)

92557A101

(CUSIP Number)

Larry Madden
2722 Michelson Drive, Suite 100
Irvine, CA, 92612
949-861-8888

(Name, Address and Telephone Number of Person Authorized to Receive Notices and Communications)

06/15/2026

(Date of Event Which Requires Filing of This Statement)

If the filing person has previously filed a statement on Schedule 13G to report the acquisition that is the subject of this Schedule 13D, and is filing this schedule because of §§ 240.13d-1(e), 240.13d-1(f) or 240.13d-1(g), check the following box.

The information required on the remainder of this cover page shall not be deemed to be "filed" for the purpose of Section 18 of the Securities Exchange Act of 1934 ("Act") or otherwise subject to the liabilities of that section of the Act but shall be subject to all other provisions of the Act (however, see the Notes).

schemaVersion:

SCHEDULE 13D

CUSIP Number(s): 92557A101

1

Name of reporting person

Larry Madden

2

Check the appropriate box if a member of a Group (See Instructions)

(a)
(b)

3

SEC use only

4

Source of funds (See Instructions)

OO

5

Check if disclosure of legal proceedings is required pursuant to Items 2(d) or 2(e)

6

Citizenship or place of organization

UNITED STATES

Number of Shares Beneficially Owned by Each Reporting Person With:

7	Sole Voting Power 1,076,418.00
8	Shared Voting Power 0.00
9	Sole Dispositive Power 1,076,418.00
10	Shared Dispositive Power 0.00

11

Aggregate amount beneficially owned by each reporting person

1,076,418.00

12

Check if the aggregate amount in Row (11) excludes certain shares (See Instructions)

13

Percent of class represented by amount in Row (11)

5.1 %

14

Type of Reporting Person (See Instructions)

IN

SCHEDULE 13D

Item 1.	Security and Issuer
(a)	Title of Class of Securities: Class A common stock, par value $0.001 per share
(b)	Name of Issuer: Viant Technology Inc.
(c)	Address of Issuer's Principal Executive Offices: 2722 Michelson Drive, Suite 100, Irvine, CALIFORNIA , 92612.
Item 1 Comment: This Amendment No. 7 to Schedule 13D (this "Amendment No. 7") amends and supplements the statement on Schedule 13D filed with the United States Securities and Exchange Commission on June 12, 2024 (as amended to date, the "Schedule 13D"), relating to the Class A common stock, par value $0.001 per share (the "Class A Common Stock"), of Viant Technology Inc., a Delaware corporation (the "Issuer"). Capitalized terms used herein without definition shall have the meaning set forth in the Schedule 13D.
Item 3.	Source and Amount of Funds or Other Consideration
	Since Amendment No. 6, the Reporting Person acquired an aggregate of 23,489 shares of Class A Common Stock underlying stock options and 44,511 shares of Class A Common Stock underlying RSUs. The stock options and RSUs were awarded to the Reporting Person by the Issuer in consideration for services rendered to the Issuer.
Item 4.	Purpose of Transaction
	10b5-1 Trading Plan - June 2026 On June 17, 2026, the Reporting Person entered into a new trading plan pursuant to Rule 10b5-1 under the Securities Exchange Act of 1934, as amended (the "June 2026 10b5-1 Trading Plan"). Pursuant to the June 2026 10b5-1 Trading Plan, the Broker agreed to make periodic sales of up to an aggregate of 144,978 shares of Class A Common Stock on behalf of the Reporting Person starting on September 16, 2026 through March 31, 2027, less any and all additional shares sold pursuant to the previously disclosed December 2025 10b5-1 Trading Plan. The amount and timing of sales, if any, pursuant to the June 2026 10b5-1 Trading Plan will be determined based on the terms of the June 2026 10b5-1 Trading Plan, market conditions, share price and other factors. This description of the June 2026 10b5-1 Trading Plan does not purport to be complete and is qualified in its entirety by the text of the June 2026 10b5-1 Trading Plan, which is attached as an exhibit to this Schedule 13D and incorporated herein by reference.
Item 5.	Interest in Securities of the Issuer
(a)	The Reporting Person may be deemed to beneficially own 1,076,418 shares of Class A Common Stock, which consists of (i) 104,978 shares of Class A Common Stock held of record by the Reporting Person, (ii) 497,084 shares of Class A Common Stock underlying stock options that are exercisable or will become exercisable within 60 days of the date hereof and (iii) 474,356 shares of Class A Common Stock underlying Class B Units that are currently convertible on a one-to-one basis. Based upon 20,021,706 shares of Class A Common Stock outstanding as of May 8, 2026, as disclosed in the Issuer's Quarterly Report on Form 10-Q filed with the Securities and Exchange Commission on May 11, 2026, the Reporting Person may be deemed to beneficially own 5.13% of the Class A Common Stock. The ownership information assumes (i) the redemption of the Class B Units indirectly held by the Reporting Person for shares of the Issuer's Class A Common Stock on a one-to-one basis and (ii) the exercise of stock options held of record by the Reporting Person that are currently exercisable or will become exercisable within 60 days of the date hereof.
(b)	Sole power to vote or direct the vote: 1,076,418 Shared power to vote: 0 Sole power to dispose or direct the disposition of: 1,076,418 Shared power to dispose or direct the disposition of: 0
(c)	During the past 60 days, the Reporting Person disposed of an aggregate of 108,496 shares of Class A Common Stock in a series of open-market transactions pursuant to the December 2025 10b5-1 Trading Plan. Details by date, listing the number of shares of Class A Common Stock disposed of, the weighted average price per share and the price range, are provided below. The Reporting Person undertakes to provide, upon request by the staff of the SEC or the Issuer, full information regarding the number of shares sold at each separate price for each transaction. April 21, 2026: 13,283 shares sold for a weighted average price of $10.9109 at prices ranging from $10.64 to $11.43. April 22, 2026: 13,263 shares sold for a weighted average price of $10.7387 at prices ranging from $10.39 to $10.955. April 23, 2026: 12,782 shares sold for a weighted average price of $10.1613 at prices ranging from $10.05 to $10.315. May 8, 2026: 18,538 shares sold for a weighted average price of $11.8498 at prices ranging from $11.31 to $12.09. May 11, 2026: 13,826 shares sold for a weighted average price of $11.2907 at prices ranging from $10.86 to $11.82. May 11, 2026: 3,471 shares sold for a weighted average price of $11.9456 at prices ranging from $11.86 to $12.015. June 5, 2026: 18,663 shares sold for a weighted average price of $12.2426 at prices ranging from $12.05 to $12.895. June 8, 2026: 14,670 shares sold for a weighted average price of $12.0981 at prices ranging from $12.01 to $12.32. On June 15, 2026, the Issuer sold, on the Reporting Person's behalf, 25,376 shares of Class A Common Stock in an open-market transaction for $11.10 per share to cover withholding tax associated with the vesting and settlement of the Reporting Person's RSUs.
(d)	None.
(e)	Not applicable.
Item 6.	Contracts, Arrangements, Understandings or Relationships With Respect to Securities of the Issuer
	Item 4 above summarizes certain provisions of the June 2026 10b5-1 Trading Plan and is incorporated herein by reference. A copy of the June 2026 10b5-1 Trading Plan is attached as an exhibit to this Schedule 13D, and is incorporated by reference herein. Except as set forth herein, the Reporting Person does not have any contracts, arrangements, understandings or relationships (legal or otherwise) with any person with respect to any securities of the Issuer, including but not limited to any contracts, arrangements, understandings or relationships concerning the transfer or voting of such securities, finder's fees, joint ventures, loan or option arrangements, puts or calls, guarantees of profits, division of profits or losses, or the giving or withholding of proxies.
Item 7.	Material to be Filed as Exhibits.
	Exhibit 5: 10b5-1 Trading Plan, dated June 17, 2026.

SIGNATURE

After reasonable inquiry and to the best of my knowledge and belief, I certify that the information set forth in this statement is true, complete and correct.

Larry Madden

Signature:	Larry Madden
Name/Title:	Chief Financial Officer
Date:	06/18/2026

FAQ

What percentage of Viant Technology (DSP) does Larry Madden currently beneficially own?

Larry Madden may be deemed to beneficially own 5.13% of Viant Technology’s Class A common stock. This is based on 1,076,418 shares counted against 20,021,706 Class A shares outstanding as of May 8, 2026, including directly held stock, options and convertible Class B Units.

How many Viant Technology shares does Larry Madden beneficially own according to Amendment No. 7?

Amendment No. 7 reports that Larry Madden beneficially owns 1,076,418 shares of Viant Technology Class A common stock. This total includes 104,978 shares held of record, 497,084 shares underlying exercisable options and 474,356 shares underlying Class B Units convertible one-for-one into Class A shares.

What recent Viant Technology share sales did Larry Madden report in this Schedule 13D/A?

During the past 60 days, Larry Madden disposed of 108,496 Viant Technology Class A shares in a series of open-market transactions under a December 2025 Rule 10b5-1 plan. Individual trades ranged from $10.05 to $12.895 per share, with detailed dates and weighted average prices disclosed.

What does Larry Madden’s June 2026 Rule 10b5-1 trading plan for Viant Technology shares allow?

The June 2026 Rule 10b5-1 trading plan authorizes a broker to sell up to 144,978 Viant Technology Class A shares for Larry Madden. Potential sales may occur between September 16, 2026 and March 31, 2027, with amounts and timing governed by the plan’s terms and market conditions.

How is Larry Madden’s Viant Technology ownership structured between shares, options and units?

Larry Madden’s beneficial stake comprises 104,978 directly held Class A shares, 497,084 shares underlying stock options exercisable within 60 days, and 474,356 Class B Units convertible one-to-one into Class A. Together, these components total 1,076,418 shares deemed beneficially owned in the Schedule 13D/A filing.

Did Viant Technology sell any shares on Larry Madden’s behalf for tax withholding?

On June 15, 2026, Viant Technology sold 25,376 Class A shares at $11.10 per share on Larry Madden’s behalf. The proceeds covered withholding tax related to the vesting and settlement of his RSUs, representing a tax-related disposition rather than a discretionary open-market sale.