Form 4: MediaAlpha CTO Sells Shares Under 10b5-1 Plan

MediaAlpha's Chief Technology Officer, Kuanling Amy Yeh, sold 3,000 shares of Class A Common Stock for tax purposes under a pre-arranged 10b5-1 trading plan.

Summary

• Kuanling Amy Yeh, Chief Technology Officer of MediaAlpha, Inc. (MAX), reported a transaction involving the company's Class A Common Stock.
• On January 16, 2026, Ms. Yeh disposed of 3,000 shares of Class A Common Stock.
• The shares were sold at a price of $11.48 per share.
• Following this transaction, Ms. Yeh directly beneficially owns 393,662 shares of Class A Common Stock.
• The sale was executed pursuant to a Rule 10b5-1 trading plan, which was previously adopted by Ms. Yeh.
• The primary purpose of the sale was to cover taxes resulting from the vesting of Restricted Stock Units (RSUs).

Sentiment

Score: 5

Explanation: The transaction is a routine, pre-planned sale for tax purposes related to RSU vesting, which is a neutral event and does not indicate a change in the insider's sentiment towards the company's prospects.

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

This Form 4 filing reports a routine insider transaction and does not provide information relevant to broader industry trends or competitive landscape.

Stakeholder Impact

• Shareholders: The sale represents a minor reduction in insider ownership, but as it's for tax purposes under a 10b5-1 plan, it is generally not viewed as a negative signal regarding the company's future performance.

Key Dates

Recommendation

The reported transaction is a routine, pre-planned sale by a Chief Technology Officer to cover tax liabilities from RSU vesting. This type of insider sale is common and does not typically reflect a change in the insider's view of the company's fundamentals or future prospects. Therefore, it does not warrant a change in investment recommendation based solely on this filing.

Keywords

MediaAlpha, MAX, Form 4, Insider Trading, Stock Sale, 10b5-1 Plan, Chief Technology Officer, Kuanling Amy Yeh, Equity Compensation, RSU Vesting