MediaAlpha affiliate files Form 144 to sell shares

MediaAlpha filed a Form 144 reporting proposed sales of securities by an affiliate.

Rhea-AI Filing Summary

MediaAlpha filed a Form 144 reporting proposed sales of securities by an affiliate. The filing lists 816,000 shares under "Securities To Be Sold" and records multiple completed dispositions between 04/06/2026 and 07/01/2026, including a sale of 96,000 shares on 07/01/2026 for $1,238,671. Transactions are labeled as Equity Compensation and include entries described as Restricted Stock Lapse.

Insights

Corporate Governance Expert

Form 144 lists affiliate sales and equity-compensation related dispositions; material impact appears limited.

The filing shows an affiliate notice covering 816,000 shares and a series of sales through 07/01/2026, with several large daily dispositions such as 96,000 shares for $1,238,671. The entries include equity compensation mechanics and a "Restricted Stock Lapse" remark.

Cash‑flow treatment and buyer types are not specified in the excerpt; subsequent filings or trading reports would show actual market impact.

Key Figures

Securities listed to be sold: 816,000 shares Sale on 07/01/2026: 96,000 shares Sale on 04/20/2026: 28,543 shares +1 more

4 metrics

Securities listed to be sold 816,000 shares listed under "Securities To Be Sold"

Sale on 07/01/2026 96,000 shares disposition dated 07/01/2026 for $1,238,671

Sale on 04/20/2026 28,543 shares disposition dated 04/20/2026 for $287,013

Sale on 04/27/2026 33,663 shares disposition dated 04/27/2026 for $336,238

Key Terms

Restricted Stock Lapse, Equity Compensation, Form 144

3 terms

Restricted Stock Lapse regulatory

"Restricted Stock Lapse - See Remarks"

Equity Compensation financial

"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.

Form 144 regulatory

"Filer Information | 144: Filer Information"

Form 144 is a document that investors must file with the government when they plan to sell a large number of shares of a company's stock. It helps ensure transparency so everyone knows how many shares are being sold and when, which can impact the stock's price.

FAQ

What does MediaAlpha's Form 144 (MAX) report?

It reports proposed sales by an affiliate, listing 816,000 shares as securities to be sold. The filing also records multiple completed dispositions between 04/06/2026 and 07/01/2026, including specific share counts and proceeds.

Does the Form 144 show actual sale dates and amounts for MAX?

Yes. The excerpt lists sale dates and amounts, for example 96,000 shares on 07/01/2026 for $1,238,671. Several other dated transactions include share counts and dollar proceeds.

Are the reported sales tied to compensation or other mechanisms?

The filing labels transactions as Equity Compensation and notes a Restricted Stock Lapse remark dated 07/30/2022. That indicates some dispositions arise from compensatory equity events.

Does the Form 144 indicate who receives the proceeds?

The excerpt does not allocate proceeds explicitly; it lists the selling affiliate and per‑transaction proceeds. The filing does not state whether proceeds go to the issuer or the selling holder.

How recent are the transactions in the Form 144 for MAX?

The recorded transactions span from 04/06/2026 through 07/01/2026, showing multiple daily dispositions across April, May, June, and early July 2026.

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

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Accepted by SEC EDGAR 07/06/2026 - 05:33 PM Learn about SEC filing dates

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	816000	11434690.00	54062155	07/06/2026	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.			816000	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	04/06/2026	4000	37365.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/07/2026	4000	37843.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/08/2026	4000	39128.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/13/2026	4000	36279.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/14/2026	4000	37881.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/15/2026	4000	38732.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/20/2026	28543	287013.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/21/2026	16047	161670.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/22/2026	4000	39503.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/27/2026	33663	336238.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/28/2026	6565	65650.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/29/2026	26739	267289.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	05/04/2026	4000	36200.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	05/05/2026	4000	35720.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	05/06/2026	4000	36545.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	06/16/2026	24000	240176.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/01/2026	96000	1238671.00

144: Remarks and Signature

Remarks	Shares on this filing may be acquired and sold over various dates.
Date of Notice	07/06/2026
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)