Form 4: MediaAlpha CEO Steven Yi Executes Planned Stock Sale

MediaAlpha CEO Steven Yi sold 12,000 shares of Class A Common Stock to cover tax obligations related to RSU vesting.

Summary

• CEO Steven Yi sold a total of 12,000 shares of MediaAlpha, Inc. (MAX) Class A Common Stock.
• The sales occurred over three days: May 4, May 5, and May 6, 2026.
• The transactions were executed under a pre-established Rule 10b5-1 trading plan.
• The primary purpose of the sale was to satisfy tax withholding obligations resulting from the vesting of Restricted Stock Units (RSUs).
• Following these transactions, the reporting person retains beneficial ownership of 2,879,690 shares.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the transaction is a routine administrative action related to tax obligations rather than a discretionary divestment.

Positives

• The sales were conducted under a pre-arranged Rule 10b5-1 plan, indicating the transactions were not based on non-public information.
• The reporting person maintains a significant equity stake of 2,879,690 shares in the company.

Negatives

• The sale of shares by a top executive can sometimes be perceived negatively by the market, regardless of the stated intent.

Risks

• Market volatility affecting the share price of Class A Common Stock.
• Regulatory risks associated with Rule 10b5-1 trading plan compliance.

Future Outlook

No specific forward-looking guidance regarding company operations was provided in this filing.

Management Comments

• 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.

Industry Context

StockSavvy.ai notes that routine insider selling to cover tax obligations upon RSU vesting is a standard corporate practice and typically does not signal a lack of confidence in the company's long-term prospects.

Comparison to Industry Standards

• The use of Rule 10b5-1 plans is the industry standard for executives to manage equity holdings while avoiding potential insider trading concerns.

Stakeholder Impact

• Minimal impact expected as the sale was pre-planned and limited in scope relative to the total holdings.

Next Steps

• No further actions mentioned.

Key Dates

Keywords

MediaAlpha, MAX, Insider Trading, Form 4, Steven Yi, Equity Compensation, Rule 10b5-1