The sale is pre-planned under a 10b5-1 program, reducing the signal of opportunistic insider selling. However, the volume is material for an officer's personal position. Monitor subsequent Form 4 filings to confirm actual sales and any acceleration of the plan.
Price Chart
Executive Summary
Larry Madden, an officer of Viant Technology, filed a Form 144 notice to sell 73,066 shares of common stock valued at approximately $904,000 through Goldman Sachs. The sales are part of a Rule 10b5-1 trading plan adopted on June 17, 2026, and include shares acquired via RSU vesting from 2021 to 2026. This is an advance notice of intent to sell, not a completed transaction.
Key Facts
- Larry Madden (officer) filed Form 144 to sell 73,066 shares of Viant Technology common stock.
- Estimated aggregate sale value: $903,826.42.
- Sales are under a Rule 10b5-1 trading plan adopted on June 17, 2026.
- Shares were acquired through RSU vesting between 2021 and 2026, plus a 2021 private purchase of Class B shares.
- Broker: Goldman Sachs & Co. LLC.
- The filing date is September 16, 2026.
Financial Impact
Proposed sale of 73,066 shares worth ~$904,000, representing a small fraction of the issuer's market cap.
Risk Factors
- Insider selling could pressure stock if market interprets it as lack of confidence, despite the 10b5-1 plan.
- The filing does not disclose total remaining holdings, so the proportional impact on Madden's stake is unclear.
Investment Themes
Documents Analyzed
This report is based on 3 SEC documents filed with EDGAR.
| Document | Accession Number |
|---|---|
| 144 Filing (Primary) | 0001958244-26-000613 |
| Document: 0001958244-26-000613-index.html | 0001958244-26-000613 |
| Document: 0001958244-26-000613.txt | 0001958244-26-000613 |
Filters
| Type | Now | ||||
|---|---|---|---|---|---|
Oct 23, 2026 4d ago | SC 13G/A | $13.81 | awaiting T+60 | awaiting T+60 | $14.13 (+2.32%) |
Sep 17, 2026 5w ago | 8-K | $11.88 | awaiting T+60 | awaiting T+60 | $14.13 (+18.94%) |
Sep 16, 2026 5w ago | 144 | $10.02 | awaiting T+60 | awaiting T+60 | $14.13 (+41.02%) |
Sep 16, 2026 5w ago | 424B5 | $10.02 | awaiting T+60 | awaiting T+60 | $14.13 (−41.02%) |
Aug 12, 2026 10w ago | 3 | $12.98 | awaiting T+60 | awaiting T+60 | $14.13 (+8.86%) |
Aug 10, 2026 11w ago | 8-K | $13.19 | awaiting T+60 | awaiting T+60 | $14.13 (+7.13%) |
Aug 10, 2026 11w ago | 8-K | $13.19 | awaiting T+60 | awaiting T+60 | $14.13 (+7.13%) |
Jul 27, 2026 13w ago | Insider Cluster | $11.36 $13.54 | ▲ +19.19% | ▲ +14.84% | $14.13 (+24.38%) |
Jul 23, 2026 13w ago | Insider Cluster | $10.70 $12.80 | ▼ −19.63% | ▼ −15.90% | $14.13 (−32.06%) |
Jul 6, 2026 16w ago | 144 | $12.68 $12.31 | ▼ −2.92% | ▼ −4.91% | $14.13 (+11.44%) |
US Market Status
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