STOCK TITAN
  1. Home
  2. Sec-filings
  3. MAX
  4. [Form 4] MediaAlpha, Inc. Insider Trading Activity

MediaAlpha (NYSE: MAX) CTO sells stock as 10,106 RSUs vest

Filing Impact
(Moderate)
Filing Sentiment
(Negative)
Form Type
4

Rhea-AI Filing Summary

MediaAlpha, Inc. executive Kuanling Amy Yeh, Chief Technology Officer, reported activity in Class A Common Stock and related RSUs. On August 14, 2026, she sold 12,000 shares at a weighted-average price of $13.5514 per share pursuant to a Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting. On August 15, 2026, a total of 10,106 RSUs vested and converted into an equal number of Class A shares, reflecting grants made on March 15, 2023 and March 15, 2024 that vest over time, subject to continued employment.

Positive

  • None.

Negative

  • None.
Insider Yeh Kuanling Amy
Role Chief Technology Officer
Sold 12,000 shs ($163K)
Approx. gross sale proceeds $163K
Type Security Shares Price Value
Exercise Restricted Stock Units F4, F5 5,303 $0.00 $0.00
Exercise Restricted Stock Units F6, F7 4,803 $0.00 $0.00
Exercise Class A Common Stock F3 5,303 $0.00 $0.00
Exercise Class A Common Stock F3 4,803 $0.00 $0.00
Sale Class A Common Stock F1, F2 12,000 $13.5514 $163K
Holdings After Transaction: Restricted Stock Units — 39,426 shares (Direct); Class A Common Stock — 552,091 shares (Direct)
Footnotes (7)
  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 $13.435 to $13.68 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.
  3. F3. One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
  4. F4. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023.
  5. F5. One sixteenth of the RSUs vested on May 15, 2023 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
  6. F6. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2024.
  7. F7. One sixteenth of the RSUs vested on May 15, 2024 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
Shares sold 12,000 shares Class A Common Stock sale on August 14, 2026
Weighted-average sale price $13.5514 per share Sale of 12,000 shares in multiple transactions between $13.435 and $13.68
RSUs vested and converted 10,106 RSUs/shares Vesting and conversion into Class A Common Stock on August 15, 2026
RSU vesting fraction One sixteenth Initial RSU vesting on May 15 of the grant year for 2023 and 2024 awards
RSU vesting period Four years Remaining RSUs vest quarterly over four years, subject to continued employment
Rule 10b5-1 trading plan regulatory
"The sales reported on this Form 4 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.
Restricted Stock Units financial
"One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit"
Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.
Omnibus Equity Incentive Plan financial
"Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023"
A single, company-wide plan that lets a business grant different kinds of stock-based pay — such as stock options, shares that vest over time, or other equity awards — to employees, directors and consultants. It matters to investors because it determines how much of the company can be paid out in shares, how quickly those shares enter the market, and how well employees are motivated to grow the business; think of it as a toolbox or menu for paying with ownership stakes that can dilute existing holders and affect company performance.
weighted-average sale price financial
"Reflects the weighted-average sale price for shares sold in multiple transactions"
vesting financial
"One sixteenth of the RSUs vested on May 15, 2023 and the remainder will vest quarterly"
Vesting is the process by which you earn full ownership of something, like company stock or a retirement benefit, over time. It’s like earning the right to keep a gift piece by piece the longer you stay with a company, making sure employees stay committed before they receive all the benefits.

FAQ

What stock transactions did MediaAlpha (MAX) CTO Kuanling Amy Yeh report?
Kuanling Amy Yeh reported a sale of 12,000 Class A shares on August 14, 2026 and the vesting and conversion of 10,106 RSUs into Class A shares on August 15, 2026, all as part of her equity compensation and related tax-management activity.

At what price were MediaAlpha (MAX) shares sold in this Form 4?
The reported sale covered 12,000 shares at a weighted-average price of $13.5514 per share. The sale occurred in multiple transactions between $13.435 and $13.68 per share, as disclosed, and full price breakdowns are available on request to the company or regulators.

How many Restricted Stock Units vested for the MediaAlpha (MAX) CTO?
A total of 10,106 RSUs vested and converted into the same number of Class A Common shares on August 15, 2026. These RSUs came from grants made on March 15, 2023 and March 15, 2024 under MediaAlpha’s Omnibus Equity Incentive Plan with quarterly vesting schedules.

Was the MediaAlpha (MAX) insider sale under a Rule 10b5-1 trading plan?
Yes, the sale of 12,000 shares was effected under a Rule 10b5-1 trading plan. The filing states this plan was adopted primarily to cover taxes from RSU vesting, indicating the sale timing followed a pre-arranged schedule rather than discretionary market timing.

What are the vesting terms of the MediaAlpha (MAX) CTO’s RSU grants?
RSUs granted on March 15, 2023 and March 15, 2024 each have one sixteenth vesting on May 15 of the grant year, with the remaining units vesting quarterly over four years, in each case conditioned on continued employment with MediaAlpha through each vesting date.

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
Form 4 Insider Transactions: What Each Field Means →
SEC Form 4
FORM 4UNITED 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)
Director10% Owner
XOfficer (give title below)Other (specify below)
Chief Technology Officer
2a. Foreign Trading Symbol
3. Date of Earliest Transaction (Month/Day/Year)
08/14/2026		6. Individual or Joint/Group Filing (Check Applicable Line)
XForm 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)
CodeVAmount(A) or (D)Price
Class A Common Stock08/14/2026S(1)12,000D$13.5514(2)541,985D
Class A Common Stock08/15/2026M5,303A$0(3)547,288D
Class A Common Stock08/15/2026M4,803A$0(3)552,091D
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)
CodeV(A)(D)Date ExercisableExpiration DateTitleAmount or Number of Shares
Restricted Stock Units(4)08/15/2026M5,303 (5) (5)Class A Common Stock5,303$010,607D
Restricted Stock Units(6)08/15/2026M4,803 (7) (7)Class A Common Stock4,803$028,819D
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 $13.435 to $13.68 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.
3. One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
4. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023.
5. One sixteenth of the RSUs vested on May 15, 2023 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
6. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2024.
7. One sixteenth of the RSUs vested on May 15, 2024 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
Remarks:
/s/ Jeffrey B. Coyne08/17/2026
** Signature of Reporting PersonDate
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)

Source: View Original Filing on SEC EDGAR