Form 4: MediaAlpha CRO Keith Cramer Sells Shares for Tax Coverage

MediaAlpha Chief Revenue Officer Keith Cramer sold 13,000 shares of Class A Common Stock to satisfy tax obligations.

Summary

• Keith Cramer, Chief Revenue Officer of MediaAlpha, Inc., sold 13,000 shares of Class A Common Stock.
• The transaction occurred on June 15, 2026, at a price of $9.47 per share.
• Following the sale, the reporting person retains beneficial ownership of 280,528 shares.
• The sale was executed under a pre-established Rule 10b5-1 trading plan.

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the sale is explicitly linked to tax obligations via a pre-arranged trading plan.

Positives

• The transaction was conducted under a pre-planned Rule 10b5-1 trading plan, indicating the sale was not based on non-public information.

Negatives

• The sale represents a reduction in the insider's direct equity stake in the company.

Risks

• Insider selling can sometimes be perceived negatively by the market, regardless of the stated intent to cover tax liabilities.

Future Outlook

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

Management Comments

• The sales reported 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 for tax purposes following 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 and tax obligations while avoiding potential insider trading concerns.

Stakeholder Impact

• Minimal impact expected as the transaction was pre-planned and related to tax obligations.

Next Steps

• No future actions or milestones were disclosed in this filing.

Key Dates

Keywords

MediaAlpha, MAX, Insider Trading, Form 4, Chief Revenue Officer, Equity