MediaAlpha (NYSE: MAX) CTO sells 3,000 shares under 10b5-1 plan

Rhea-AI Filing Summary

MediaAlpha, Inc. Chief Technology Officer Kuanling Amy Yeh sold 3,000 shares of Class A common stock on March 6, 2026, in an open-market transaction at $10.34 per share. The sale was executed under a pre-established Rule 10b5-1 trading plan primarily to cover taxes from vesting RSUs. After this sale, Yeh directly holds 393,979 shares of MediaAlpha Class A common stock.

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 CA 90017

(City) (State) (Zip)

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

3. Date of Earliest Transaction (Month/Day/Year)
03/06/2026

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

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

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

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	03/06/2026		S(1)		3,000	D	$10.34	393,979	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	03/06/2026
	** 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.

FAQ

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

MediaAlpha reported that Chief Technology Officer Kuanling Amy Yeh sold 3,000 shares of Class A common stock in an open-market transaction at $10.34 per share. This transaction was disclosed on a Form 4 insider filing.

How many MediaAlpha (MAX) shares did the CTO sell and at what price?

The CTO sold 3,000 shares of MediaAlpha Class A common stock at a price of $10.34 per share. This was an open-market sale reported as a Code "S" transaction on Form 4.

Why were the MediaAlpha (MAX) shares sold by the CTO according to the filing?

The filing states the sales were made under a Rule 10b5-1 trading plan primarily to cover taxes arising from the vesting of restricted stock units (RSUs). This indicates the sales were pre-planned and tax-related rather than discretionary.

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

After selling 3,000 shares, the CTO directly holds 393,979 shares of MediaAlpha Class A common stock. This post-transaction holding reflects her remaining direct ownership reported in the Form 4 filing.

What type of trading plan governed the MediaAlpha (MAX) CTO’s stock sale?

The transaction was executed under a previously adopted Rule 10b5-1 trading plan. Such plans allow insiders to pre-schedule trades, helping separate routine, tax-related or liquidity-motivated sales from discretionary market-timing decisions.

What transaction code was used in the MediaAlpha (MAX) Form 4 filing?

The Form 4 lists transaction code "S" for the sale of shares, which indicates an open-market or private sale. The filing further describes it as an open-market sale of Class A common stock at $10.34 per share.