Form 4: MediaAlpha CTO Executes Planned Stock Sale

MediaAlpha Chief Technology Officer Kuanling Amy Yeh sold 3,000 shares of Class A Common Stock to cover tax obligations.

Summary

• Chief Technology Officer Kuanling Amy Yeh sold 3,000 shares of MediaAlpha, Inc. (MAX) Class A Common Stock.
• The transaction occurred on June 5, 2026, at a weighted-average price of $8.8896 per share.
• The sale was executed pursuant to a pre-established Rule 10b5-1 trading plan.
• Following the transaction, the reporting person retains beneficial ownership of 569,985 shares.
• The sale was conducted primarily to satisfy tax withholding obligations related to the vesting of Restricted Stock Units (RSUs).

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the sale was pre-planned and specifically designated for tax obligations rather than a discretionary divestment.

Positives

• The transaction was conducted under a pre-arranged Rule 10b5-1 plan, indicating the sale was not based on non-public information.
• The reporting person maintains a significant remaining equity stake of 569,985 shares.

Negatives

• Insider selling, even when planned, can sometimes be perceived negatively by retail investors as a lack of long-term confidence.

Risks

• Market volatility affecting the share price of MediaAlpha, Inc. (MAX).

Future Outlook

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

Industry Context

StockSavvy.ai notes that routine insider selling to cover tax obligations from RSU vesting is a standard corporate practice and typically does not signal a change in company fundamentals or management sentiment.

Comparison to Industry Standards

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

Stakeholder Impact

• Minimal impact expected as the transaction was pre-planned and represents a small fraction of the executive's total holdings.

Next Steps

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

Key Dates

Keywords

MediaAlpha, MAX, Insider Trading, Form 4, Chief Technology Officer, Rule 10b5-1