MediaAlpha CTO sells 3,000 shares at ~$8.89

MediaAlpha, Inc. Chief Technology Officer Yeh Kuanling Amy sold 3,000 shares of Class A common stock in an open-market transaction at a weighted-average price of $8.8896 per share.

Rhea-AI Filing Summary

MediaAlpha, Inc. Chief Technology Officer Yeh Kuanling Amy sold 3,000 shares of Class A common stock in an open-market transaction at a weighted-average price of $8.8896 per share. The trades were executed under a pre-established Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting.

Following this sale, the CTO directly holds 569,985 shares. The footnotes note that the 3,000 shares were sold in multiple transactions at prices ranging from $8.675 to $9.01 per share, and detailed price information is available upon request.

Insider Trade Summary 10b5-1

Net Seller: 3,000 shares

Net Sell 1 txn

Insider Yeh Kuanling Amy

Role Chief Technology Officer

Sold 3,000 shs ($27K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	3,000	$8.8896	$27K

Holdings After Transaction: Class A Common Stock — 569,985 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 $8.675 to $9.01 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: 3,000 shares Average sale price: $8.8896 per share Price range: $8.675–$9.01 per share +2 more

5 metrics

Shares sold 3,000 shares Open-market sale of Class A Common Stock

Average sale price $8.8896 per share Weighted-average sale price for the reported transactions

Price range $8.675–$9.01 per share Range of prices across multiple sale transactions

Shares owned after sale 569,985 shares Direct ownership following the reported sale

Form type Form 4 Insider open-market sale by CTO

Key Terms

Rule 10b5-1 trading plan, RSUs, weighted-average sale price, Class A Common Stock

4 terms

Rule 10b5-1 trading plan regulatory

"were effected pursuant to a Rule 10b5-1 trading plan previously adopted"

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"

Class A Common Stock financial

"security_title: "Class A Common Stock""

Class A common stock is a category of a company’s shares that carries a specific set of ownership rights—most commonly defined voting power and claims on dividends—set out in the company’s charter. For investors it matters because the class determines how much influence you have over corporate decisions, the share’s likely dividend and trading behavior, and how it compares in value to other share classes, like choosing a particular seat with different privileges at the company’s decision-making table.

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What insider transaction did MediaAlpha (MAX) report for its CTO?

MediaAlpha’s CTO sold 3,000 Class A shares. Yeh Kuanling Amy executed an open-market sale of 3,000 shares at a weighted-average price of $8.8896 per share, according to a recent Form 4 insider trading report.

At what price did the MediaAlpha (MAX) CTO sell shares on this Form 4?

The CTO’s shares sold at an average of $8.8896 each. The filing notes a weighted-average sale price of $8.8896 per share, with individual transaction prices ranging from $8.675 to $9.01 per share across multiple trades.

How many MediaAlpha (MAX) shares does the CTO hold after this sale?

Post-transaction, the CTO holds 569,985 shares. After selling 3,000 Class A common shares, Yeh Kuanling Amy’s direct ownership position reported in the Form 4 is 569,985 shares of MediaAlpha stock.

Was the MediaAlpha (MAX) CTO’s stock sale under a Rule 10b5-1 plan?

Yes, the sale was under a Rule 10b5-1 plan. The Form 4 footnotes state the transactions were effected pursuant to a previously adopted Rule 10b5-1 trading plan, used primarily to cover taxes from the vesting of restricted stock units (RSUs).

Why did the MediaAlpha (MAX) CTO primarily sell shares in this transaction?

The sale was primarily to cover tax obligations. Footnote disclosure explains that the Rule 10b5-1 trading plan was adopted mainly to sell shares to pay taxes arising from the vesting of restricted stock units, rather than as a discretionary stock sale.

What type of security did the MediaAlpha (MAX) CTO sell on this Form 4?

The transaction involved Class A common stock. The Form 4 reports the sale of 3,000 shares of MediaAlpha’s Class A common stock in an open-market transaction, executed under a pre-arranged Rule 10b5-1 trading plan for tax-related reasons.

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

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Accepted by SEC EDGAR 06/05/2026 - 04:23 PM EDT Learn about SEC filing dates

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^*

Yeh Kuanling Amy

(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)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	Chief Technology Officer

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
06/05/2026

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	06/05/2026		S(1)		3,000	D	$8.8896(2)	569,985	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 $8.675 to $9.01 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:

	/s/ Jeffrey B. Coyne	06/05/2026
	** 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)