MediaAlpha CTO Kuanling Amy Yeh sells 50,000 shares

The chief technology officer sold 50,000 shares across two dates, with separate weighted-average prices and transaction ranges reported.

Available on EDGAR 11/03/2026 - 07:16 PM EST Accepted by SEC EDGAR 11/03/2026 - 07:16 PM EST Learn about SEC filing dates

Rhea-AI Filing Summary

MediaAlpha, Inc. Chief Technology Officer Kuanling Amy Yeh sold 25,000 Class A common shares on October 30, 2026, at a weighted-average price of $14.4724 per share; prices for that transaction ranged from $14.37 to $14.585. She sold another 25,000 shares on November 2, 2026, at a weighted-average price of $14.9083 per share, with prices ranging from $14.86 to $14.97. No Rule 10b5-1 plan is reported.

Insider Trade Summary

Net Seller: 50,000 shares

Net Sell 2 txns

Insider Yeh Kuanling Amy

Role Chief Technology Officer

Sold 50,000 shs ($735K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock F2	25,000	$14.9083	$373K
Sale	Class A Common Stock F1	25,000	$14.4724	$362K

Holdings After Transaction: Class A Common Stock — 493,091 shares (Direct)

Footnotes (2)

1. F1. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.37 to $14.585 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.
2. F2. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.86 to $14.97 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: 25,000 shares Weighted-average sale price: $14.4724 per share Individual-sale price range: $14.37 to $14.585 per share +3 more

6 metrics

Shares sold 25,000 shares October 30, 2026

Weighted-average sale price $14.4724 per share October 30, 2026

Individual-sale price range $14.37 to $14.585 per share October 30, 2026

Shares sold 25,000 shares November 2, 2026

Weighted-average sale price $14.9083 per share November 2, 2026

Individual-sale price range $14.86 to $14.97 per share November 2, 2026

Key Terms

Class A Common Stock, weighted-average sale price, non-derivative

3 terms

Class A Common Stock technical

"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.

weighted-average sale price financial

"Reflects the weighted-average sale price"

non-derivative technical

"transaction_type: non-derivative"

FAQ

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

How many shares did MAX CTO Kuanling Amy Yeh sell?

Yeh sold 50,000 MAX Class A shares across two dates: 25,000 on October 30, 2026, at $14.4724 per share and 25,000 on November 2, 2026, at $14.9083 per share. The respective individual-sale ranges were $14.37 to $14.585 and $14.86 to $14.97 per share. No Rule 10b5-1 plan is reported.

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

Form 4 Insider Transactions: What Each Field Means →

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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).

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)
10/30/2026

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	10/30/2026		S		25,000	D	$14.4724(1)	518,091	D
Class A Common Stock	11/02/2026		S		25,000	D	$14.9083(2)	493,091	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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.37 to $14.585 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.

2. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.86 to $14.97 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	11/03/2026
	** 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)