MediaAlpha (NASDAQ: MAX) files Rule 144 notice to sell 24,000 shares

Rhea-AI Filing Summary

MediaAlpha, Inc. submitted a Rule 144 notice related to 24,000 shares of Common Stock tied to an equity compensation award listed as a Restricted Stock Lapse dated 10/30/2021. The filing lists multiple prior sales by the reporting person, Steven Yi, across March–May–April 2026 with varying share amounts and dollar values.

Insights

Securities Counsel

Rule 144 resale notice for 24,000 restricted shares; routine transfer disclosure.

Rule 144 notices record intended resale of restricted or control securities under resale conditions. The excerpt identifies a Restricted Stock Lapse dated 10/30/2021 and an amount of 24,000 shares, consistent with a holder notifying the market of an intended transaction under resale safe harbors.

Cash‑flow treatment and actual sale timing are not shown; subsequent filings or broker reports would show executed trades and proceeds if and when sales occur.

Key Figures

Rule 144 notice amount: 24,000 shares Example sale 04/27/2026: 33,663 shares Example sale 04/29/2026: 26,739 shares +1 more

4 metrics

Rule 144 notice amount 24,000 shares Restricted Stock Lapse dated 10/30/2021

Example sale 04/27/2026 33,663 shares Reported sale on 04/27/2026 with $336,238.00 value

Example sale 04/29/2026 26,739 shares Reported sale on 04/29/2026 with $267,289.00 value

Example sale 04/20/2026 28,543 shares Reported sale on 04/20/2026 with $287,013.00 value

Key Terms

Restricted Stock Lapse, Rule 144, Equity Compensation

3 terms

Restricted Stock Lapse regulatory

"Restricted Stock Lapse | MediaAlpha, Inc. | 24000 | 10/30/2021"

Rule 144 regulatory

"Filer Information... 144: Securities To Be Sold"

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.

Equity Compensation financial

"10/30/2021 | Restricted Stock Lapse | MediaAlpha, Inc. | 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.

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

144: Issuer Information

Name of Issuer

SEC File Number

Address of Issuer

Phone

Name of Person for Whose Account the Securities are To Be Sold

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

Relationship to Issuer

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	24000	240176.00	54062155	06/16/2026	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	10/30/2021	Restricted Stock Lapse	MediaAlpha, Inc.			24000	10/30/2021	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	03/16/2026	4000	39727.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/17/2026	5227	51957.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/18/2026	4000	38360.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/23/2026	4000	38680.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/24/2026	4000	37905.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/25/2026	4000	37662.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/30/2026	4000	36921.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	03/31/2026	4000	38400.00
Steven Yi 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	04/01/2026	4000	36587.00
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

144: Remarks and Signature

Remarks

Date of Notice

Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1

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

ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)

FAQ

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

It reports a Rule 144 notice to sell 24,000 shares of common stock tied to a restricted stock lapse dated 10/30/2021. The filing lists prior sales by the reporting person but does not show final sale proceeds or settlement details.

Who is the reporting person named in the MediaAlpha (MAX) excerpt?

The excerpt lists Steven Yi as the reporting person with multiple transactions in March–April–May 2026. The notice aggregates proposed resale information rather than confirming a single executed transaction or purchaser.

Does the Form 144 excerpt show proceeds received by the issuer (MediaAlpha)?

No. The excerpt provides per‑trade dollar figures alongside share counts for reported transactions but does not indicate any proceeds to the issuer; resale proceeds are generally received by the selling holder, not the issuer.

What is a 'Restricted Stock Lapse' listed in the filing?

A Restricted Stock Lapse indicates restrictions on awarded shares have expired as of 10/30/2021. That event can permit resale under Rule 144 conditions once other requirements are met, subject to the conditions described in the notice.