MediaAlpha, Inc. SEC Filing

MediaAlpha, Inc. insider plans sale of MAX shares under Rule 144.

Rhea-AI Filing Summary

MediaAlpha, Inc. insider plans sale of MAX shares under Rule 144. A filing reports a proposed sale of 3,000 shares of common stock through broker Charles Schwab & Co., Inc. on or about 01/02/2026 on the NYSE, with an aggregate market value of $38,850.00. The filing notes that 56,868,573 shares of MediaAlpha common stock are outstanding.

The shares to be sold were acquired as equity compensation through restricted stock lapses on 08/15/2022 (124 shares) and 10/30/2022 (2,876 shares). The person filing also reports prior sales during the past three months totaling 15,000 shares of MediaAlpha common stock, with gross proceeds of $161,870.00 on 12/10/2025 and $39,473.00 on 12/12/2025.

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Accepted by SEC EDGAR 01/02/2026 - 04:02 PM EST 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	0001829969
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	Yeh Kuanling Amy
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

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	3000	38850.00	56868573	01/02/2026	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	08/15/2022	Restricted Stock Lapse	MediaAlpha, Inc.			124	08/15/2022	Equity Compensation
Common	10/30/2022	Restricted Stock Lapse	MediaAlpha, Inc.			2876	10/30/2022	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
Kuanling Amy Yeh 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/10/2025	12000	161870.00
Kuanling Amy Yeh 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/12/2025	3000	39473.00

144: Remarks and Signature

Remarks
Date of Notice	01/02/2026
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	09/09/2025
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	Kuanling Amy Yeh
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)