MediaAlpha officer Yeh proposes sale of 15,000 shares

The 15,000 shares were acquired and paid for between August 15, 2023, and November 15, 2023.

Rhea-AI Filing Summary

Kuanling Amy Yeh, an officer of MediaAlpha, Inc. (MAX), reported that 15,000 common shares, with an aggregate market value of $176,550.00, may be sold over various dates. Charles Schwab & Co., Inc. is named as the broker.

Yeh’s reported sales in the preceding three months were 10,000 shares on July 16, 2026; 3,000 on July 17; 12,000 on August 14; 3,000 on September 4; and 3,000 on September 25.

Key Figures

Common shares proposed for sale: 15,000 shares Aggregate market value: $176,550.00 Reported prior sale volume: 10,000 shares +4 more

7 metrics

Common shares proposed for sale 15,000 shares May be sold over various dates

Aggregate market value $176,550.00 Proposed sale

Reported prior sale volume 10,000 shares July 16, 2026

Reported prior sale volume 3,000 shares July 17, 2026

Reported prior sale volume 12,000 shares August 14, 2026

Reported prior sale volume 3,000 shares September 4, 2026

Reported prior sale volume 3,000 shares September 25, 2026

Key Terms

Rule 144, Restricted Stock Lapse, Equity Compensation

3 terms

Rule 144 regulatory

"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

"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 does Kuanling Amy Yeh propose to sell?

The reported sale covers 15,000 common shares, with an aggregate market value of $176,550.00. The shares may be sold over various dates.

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

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Available on EDGAR 10/16/2026 - 04:01 PM EDT Accepted by SEC EDGAR 10/16/2026 - 04:01 PM EDT 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	15000	176550.00	52975711	10/16/2026	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	08/15/2023	Restricted Stock Lapse- See Remarks	MediaAlpha, Inc.			15000	08/15/2023	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.	07/16/2026	10000	145080.00
Kuanling Amy Yeh 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	07/17/2026	3000	41850.00
Kuanling Amy Yeh 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	08/14/2026	12000	162616.00
Kuanling Amy Yeh 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	09/04/2026	3000	36000.00
Kuanling Amy Yeh 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	09/25/2026	3000	28200.00

144: Remarks and Signature

Remarks	Shares on this filing may be sold over various dates and were acquired and paid for between 08/15/2023 and 11/15/2023.
Date of Notice	10/16/2026
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)