Cramer Keith 4

What Happened

• Keith Cramer, Chief Revenue Officer of MediaAlpha (MAX), sold 10,000 shares in an open-market transaction on April 15, 2026. The weighted-average sale price was $9.68 per share, for total proceeds of approximately $96,806. Reported sale prices ranged from $9.44 to $9.77 per share.
• This was a sale (code S) — routine disposition rather than a purchase. The filing states the trades were made under a pre-established Rule 10b5-1 plan.

Key Details

• Transaction date: 2026-04-15.
• Quantity and pricing: 10,000 shares; weighted-average price $9.68; price range $9.44–$9.77 (per footnote).
• Total proceeds: ~$96,806.
• Shares owned after the transaction: not stated in the provided filing excerpt.
• Notable footnotes:
  • F1: Sales were effected pursuant to a Rule 10b5-1 trading plan adopted primarily to cover taxes from RSU vesting.
  • F2: Weighted-average reflects multiple sale prices; the reporting person can provide a per-price breakdown on request.
• Timeliness: Filing lists the transaction date and report date as 2026-04-15, indicating a timely report.

Context

• Sales made under a 10b5-1 plan are typically pre-planned (often for tax or diversification reasons) and do not necessarily indicate a change in the insider’s view of the company. Purchases are generally more informative about insider confidence than routine sales.