MediaAlpha (NYSE: MAX) CEO trades 72,000 shares in 10b5-1 sale

Rhea-AI Filing Summary

MediaAlpha CEO Steven Yi sold 72,000 shares of Class A Common Stock on August 3, 2026, at a weighted-average price of $12.6388 per share, in multiple trades between $12.25 and $13.08. The sales were under a Rule 10b5-1 plan primarily to cover taxes from RSU vesting, and he reported owning 2,387,690 shares afterward.

Insider Trade Summary 10b5-1

Net Seller: 72,000 shares

Net Sell 1 txn

Insider Yi Steven

Role See Remarks

Sold 72,000 shs ($910K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock F1, F2	72,000	$12.6388	$910K

Holdings After Transaction: Class A Common Stock — 2,387,690 shares (Direct)

Footnotes (2)

1. F1. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs.
2. F2. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.25 to $13.08 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.

Key Figures

Shares sold: 72,000 shares Weighted-average sale price: $12.6388 per share Sale price range: $12.25-$13.08 per share +1 more

4 metrics

Shares sold 72,000 shares Class A Common Stock sale on August 3, 2026

Weighted-average sale price $12.6388 per share Average price for the 72,000-share sale

Sale price range $12.25-$13.08 per share Range of prices for multiple sale transactions

Shares held after transaction 2,387,690 shares Direct Class A holdings after the sale

Key Terms

Rule 10b5-1 trading plan, RSUs, weighted-average sale price

3 terms

Rule 10b5-1 trading plan regulatory

"The sales reported were effected pursuant to a Rule 10b5-1 trading plan"

A Rule 10b5-1 trading plan is a pre-arranged schedule that allows company insiders to buy or sell stock at specific times, even if they have inside information. It helps prevent accusations of unfair trading by making these transactions look planned and transparent, rather than sneaky or illegal.

RSUs financial

"primarily to cover taxes resulting from the vesting of RSUs"

RSUs, or restricted stock units, are a form of company shares given to employees as part of their compensation. They are typically awarded with certain restrictions, such as a waiting period before they can be fully owned or sold, similar to earning a gift that becomes fully yours over time. For investors, RSUs can impact a company's stock offerings and reflect how much the company relies on stock-based incentives to attract and retain talent.

weighted-average sale price financial

"Reflects the weighted-average sale price for shares sold in multiple transactions"

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

See more from StockTitan in Google Search and AI answers. Adds StockTitan as a preferred source · opens Google

Add on Google Not now

Form 4 Insider Transactions: What Each Field Means →

Available on EDGAR 08/05/2026 - 05:20 PM Accepted by SEC EDGAR 08/05/2026 - 05:19 PM Learn about SEC filing dates

FAQ

What insider sale did MediaAlpha (MAX) CEO Steven Yi report?

Steven Yi sold 72,000 shares of MediaAlpha Class A Common Stock. The shares were sold on August 3, 2026, at a $12.6388 weighted-average price in multiple trades between $12.25 and $13.08 per share.

Was the MediaAlpha (MAX) insider sale executed under a Rule 10b5-1 plan?

Yes. The filing states the sales were made under a Rule 10b5-1 trading plan. The plan was previously adopted by Steven Yi primarily to cover taxes arising from the vesting of RSUs, indicating the trades were pre-arranged rather than discretionary.

What price did MediaAlpha (MAX) shares sell for in Steven Yi’s transaction?

The sale had a $12.6388 weighted-average price per share. Footnotes explain the 72,000 shares were sold in multiple transactions, with individual trade prices ranging from $12.25 to $13.08 per share on the transaction date.

How many MediaAlpha (MAX) shares does Steven Yi hold after this sale?

After the reported sale, Steven Yi directly owned 2,387,690 shares of MediaAlpha Class A Common Stock. This post-transaction holding figure comes from the Form 4’s reported total shares following the August 3, 2026 transaction.

Why did MediaAlpha (MAX) CEO Steven Yi sell shares in this transaction?

The filing explains the trades were made primarily to cover taxes from RSU vesting. According to the footnote, the Rule 10b5-1 trading plan was adopted for this tax-related purpose, linking the sale to equity compensation rather than a purely discretionary sale.

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

X

Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.

1. Name and Address of Reporting Person^*

Yi Steven

(Last) (First) (Middle)

C/O MEDIAALPHA, INC.

700 SOUTH FLOWER STREET, SUITE 640

(Street)

LOS ANGELES CALIFORNIA 90017

(City) (State) (Zip)

UNITED STATES

(Country)

2. Issuer Name and Ticker or Trading Symbol
MediaAlpha, Inc. [ MAX ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

X	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	See Remarks

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
08/03/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Class A Common Stock	08/03/2026		S(1)		72,000	D	$12.6388(2)	2,387,690	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

1. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs.

2. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.25 to $13.08 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.

Remarks:

CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER

	/s/ Jeffrey B. Coyne	08/05/2026
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)