MediaAlpha: Steven Yi proposes $5.88M share sale

Steven Yi’s recent-sales table lists 72,000 shares on August 3, 48,000 on September 1, 24,000 on October 8, and 2,033 on October 9, 2026.

Accepted by SEC EDGAR 11/02/2026 - 12:00 AM EST Learn about SEC filing dates

Rhea-AI Filing Summary

MediaAlpha, Inc. is named as issuer in a Form 144 notice for Steven Yi’s proposed sale of 398,033 common shares, with an aggregate market value of $5,883,366.00, through Charles Schwab & Co., Inc. The approximate sale date is November 2, 2026, on NYSE; the remarks state the shares may be sold over various dates.

The notice also lists four sales by Steven Yi during the prior three months, dated August 3, September 1, October 8, and October 9, 2026.

Key Figures

Proposed shares for sale: 398,033 common shares Aggregate market value: $5,883,366.00 Shares sold: 72,000 shares +3 more

6 metrics

Proposed shares for sale 398,033 common shares Approximate sale date November 2, 2026

Aggregate market value $5,883,366.00 Proposed sale

Shares sold 72,000 shares August 3, 2026

Shares sold 48,000 shares September 1, 2026

Shares sold 24,000 shares October 8, 2026

Shares sold 2,033 shares October 9, 2026

Key Terms

Rule 144, Restricted Stock Lapse, Equity Compensation

3 terms

Rule 144 regulatory

"See the definition of "person" in paragraph (a) of Rule 144"

Rule 144 is a U.S. securities regulation that sets conditions under which restricted or insider-held shares can be legally resold to the public, such as required holding periods, availability of public information, limits on how much can be sold at once, and certain filing requirements. For investors it matters because it determines when previously locked-up shares can enter the market — like a release valve that can increase supply, affect share price, and signal insider intent.

Restricted Stock Lapse financial

"Restricted Stock Lapse - See Remarks"

Equity Compensation financial

"07/30/2022 | Equity Compensation"

Equity compensation is pay given to employees, executives or contractors in the form of company ownership—such as stock, stock options or restricted shares—rather than just cash. It matters to investors because it can align workers' incentives with shareholders (like paying someone in slices of the same pie they help grow), but it also increases the number of shares outstanding and company expenses, affecting ownership percentages and earnings per share.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

How many MAX shares did Steven Yi list for sale?

Steven Yi’s notice lists 398,033 common shares for sale, with an aggregate market value of $5,883,366.00. It names Charles Schwab & Co., Inc. and gives an approximate sale date of November 2, 2026, on NYSE; the remarks state the shares may be sold over various dates.

What recent MAX sales did Steven Yi report?

The table lists 72,000 shares and $909,991.00 on August 3, 2026; 48,000 shares and $594,364.00 on September 1; 24,000 shares and $240,942.00 on October 8; and 2,033 shares and $22,337.00 on October 9.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Form 144 Filer Information	UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 144 NOTICE OF PROPOSED SALE OF SECURITIES PURSUANT TO RULE 144 UNDER THE SECURITIES ACT OF 1933
FORM 144

144: Filer Information

Filer CIK	0001829946
Filer CCC	XXXXXXXX
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer	MediaAlpha, Inc.
SEC File Number	001-39671
Address of Issuer	700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CALIFORNIA 90017
Phone	619-393-9368
Name of Person for Whose Account the Securities are To Be Sold	Yi Steven
See the definition of "person" in paragraph (a) of Rule 144. Information is to be given not only as to the person for whose account the securities are to be sold but also as to all other persons included in that definition. In addition, information shall be given as to sales by all persons whose sales are required by paragraph (e) of Rule 144 to be aggregated with sales for the account of the person filing this notice.
Relationship to Issuer	Officer
Relationship to Issuer	Director

144: Securities Information

Title of the Class of Securities To Be Sold	Name and Address of the Broker	Number of Shares or Other Units To Be Sold	Aggregate Market Value	Number of Shares or Other Units Outstanding	Approximate Date of Sale	Name the Securities Exchange
Common	Charles Schwab & Co., Inc. 3000 Schwab Way Westlake TX 76262	398033	5883366.00	50903805	11/02/2026	NYSE

Furnish the following information with respect to the acquisition of the securities to be sold and with respect to the payment of all or any part of the purchase price or other consideration therefor:

144: Securities To Be Sold

Title of the Class	Date you Acquired	Nature of Acquisition Transaction	Name of Person from Whom Acquired	Is this a Gift?	Date Donor Acquired	Amount of Securities Acquired	Date of Payment	Nature of Payment *
Common	07/30/2022	Restricted Stock Lapse - See Remarks	MediaAlpha, Inc.			398033	07/30/2022	Equity Compensation

* If the securities were purchased and full payment therefor was not made in cash at the time of purchase, explain in the table or in a note thereto the nature of the consideration given. If the consideration consisted of any note or other obligation, or if payment was made in installments describe the arrangement and state when the note or other obligation was discharged in full or the last installment paid.

Furnish the following information as to all securities of the issuer sold during the past 3 months by the person for whose account the securities are to be sold.

144: Securities Sold During The Past 3 Months

Name and Address of Seller	Title of Securities Sold	Date of Sale	Amount of Securities Sold	Gross Proceeds
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/03/2026	72000	909991.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/01/2026	48000	594364.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	10/08/2026	24000	240942.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	10/09/2026	2033	22337.00

144: Remarks and Signature

Remarks	Shares on this filing were acquired and paid for 07/30/2022 through 08/15/2026 and may be sold over various dates.
Date of Notice	11/02/2026
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	03/12/2026
ATTENTION:
The person for whose account the securities to which this notice relates are to be sold hereby represents by signing this notice that he does not know any material adverse information in regard to the current and prospective operations of the Issuer of the securities to be sold which has not been publicly disclosed. If such person has adopted a written trading plan or given trading instructions to satisfy Rule 10b5-1 under the Exchange Act, by signing the form and indicating the date that the plan was adopted or the instruction given, that person makes such representation as of the plan adoption or instruction date.
Signature	Steven Yi
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)