MediaAlpha (MAX) CTO executes 3,000-share Rule 10b5-1 sale, retains large stake

Rhea-AI Filing Summary

MediaAlpha, Inc. Chief Technology Officer Kuanling Amy Yeh reported an open-market sale of 3,000 shares of Class A Common Stock at an average price of $11.16 per share. After this transaction, she holds 566,985 shares directly. According to a footnote, the sale was made under a pre-arranged Rule 10b5-1 trading plan primarily to cover taxes from vesting restricted stock units, indicating a routine, planned disposition rather than a discretionary change in ownership.

Insider Trade Summary 10b5-1

Net Seller: 3,000 shares ($33,480)

Net Sell 1 txn

Insider Yeh Kuanling Amy

Role Chief Technology Officer

Sold 3,000 shs ($33K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	3,000	$11.16	$33K

Holdings After Transaction: Class A Common Stock — 566,985 shares (Direct, null)

Footnotes (1)

1. [object Object]

Key Figures

Shares sold: 3,000 shares Sale price: $11.16 per share Post-transaction holdings: 566,985 shares +1 more

4 metrics

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

Sale price $11.16 per share Average price for the 3,000 shares sold

Post-transaction holdings 566,985 shares Shares directly owned after the sale

Net share direction -3,000 shares Net-sell across all reported transactions

Key Terms

Rule 10b5-1 trading plan, RSUs, open-market sale, Class A Common Stock

4 terms

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.

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.

open-market sale financial

"transaction_action": "open-market sale""

An open-market sale is when a shareholder sells existing shares directly on a public exchange to any willing buyer, rather than through a private deal. Think of it like putting goods on a busy market stall where price is set by supply and demand; for investors it matters because such sales increase available supply, can put short-term downward pressure on the stock price, and signal changes in liquidity or investor confidence.

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.

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Form 4 Insider Transactions: What Each Field Means →

Available on EDGAR 06/26/2026 - 06:57 PM Accepted by SEC EDGAR 06/26/2026 - 06:57 PM 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)
06/26/2026

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	06/26/2026		S(1)		3,000	D	$11.16	566,985	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.

Remarks:

	/s/ Jeffrey B. Coyne	06/26/2026
	** 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)

FAQ

What insider transaction did MediaAlpha (MAX) report for CTO Kuanling Amy Yeh?

MediaAlpha’s CTO Kuanling Amy Yeh sold 3,000 shares of Class A Common Stock. The sale was executed at an average price of $11.16 per share, as part of a routine, pre-arranged Rule 10b5-1 trading plan primarily to address tax obligations from RSU vesting.

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

Yes. The filing states the sale was effected under a previously adopted Rule 10b5-1 trading plan. This indicates the transaction was pre-planned, primarily to cover taxes from vesting RSUs, rather than a discretionary reaction to short-term market conditions or company developments.

How many MediaAlpha (MAX) shares does CTO Kuanling Amy Yeh hold after the sale?

After selling 3,000 shares, CTO Kuanling Amy Yeh holds 566,985 shares of MediaAlpha Class A Common Stock directly. This shows she retains a substantial ownership position in the company following the transaction disclosed in the Form 4 insider trading report.

What price did the MediaAlpha (MAX) insider shares sell for in this Form 4?

The 3,000 MediaAlpha Class A Common Stock shares were sold at an average price of $11.16 per share. This price reflects the execution value reported for the open-market sale and is used to calculate the total dollar value of the disclosed transaction.

Why did the MediaAlpha (MAX) CTO sell shares according to the Form 4 footnote?

The footnote explains the sale was primarily to cover taxes from the vesting of restricted stock units. It notes the trades were executed pursuant to a previously adopted Rule 10b5-1 plan, framing the sale as part of tax and compensation management rather than a discretionary ownership reduction.