Yi Steven 4

What Happened

• Yi Steven, CEO, President, co‑founder and a director of MediaAlpha (MAX), reported the sale of 4,000 shares on 2026-03-18. The shares were sold at $9.59 each for total proceeds of $38,360. The filing indicates the sales were effected under a pre-established Rule 10b5-1 trading plan, primarily to cover taxes from vested RSUs. This was a sale (not a purchase), which is generally viewed as routine when done under a 10b5-1 plan.

Key Details

• Transaction date: 2026-03-18
• Transaction type: Sale (S) — open market or private sale reported; effected pursuant to a Rule 10b5-1 plan (see footnote)
• Price per share: $9.59
• Total value: $38,360
• Shares owned after the transaction: Not reported on this Form 4
• Filing: Report filed on 2026-03-18; no late‑filing indication

Context

• A Rule 10b5-1 plan allows insiders to pre-schedule trades and is commonly used to cover tax obligations from equity vesting; such sales are often considered routine and do not necessarily reflect a change in the insider’s view of the company.