Yeh Kuanling Amy 4

What Happened
Yeh Kuanling Amy, Chief Technology Officer of MediaAlpha (MAX), disposed of 3,000 shares on March 27, 2026. The shares were sold at $9.44 per share for a total proceeds of $28,320. The filing identifies the sale as occurring under an open-market transaction (code S).

Key Details

• Transaction date: 2026-03-27
• Price: $9.44 per share; Total proceeds: $28,320
• Transaction type/code: Sale (S) — open-market or private sale listed on the Form 4
• Shares owned after transaction: Not specified in the provided excerpt of the filing
• Footnote: The sale was effected under a pre-established Rule 10b5-1 trading plan, adopted primarily to cover taxes from RSU vesting (footnote F1)
• Filing timeliness: Form 4 filed with accession on 2026-03-27; no late filing indicated from the provided data

Context
Sales under 10b5-1 plans are commonly used by insiders to sell shares on a pre-set schedule and are often tied to tax obligations from vesting equity rather than a change in company outlook. This report reflects a routine insider sale rather than an acquisition or option exercise.