MediaAlpha (MAX) CTO Amy Yeh Sells 3,000 Shares

What Happened Amy Yeh, Chief Technology Officer of MediaAlpha, sold 3,000 shares of MAX on 2026-06-26 at $11.16 per share, for a total proceeds of $33,480. The transaction is reported as an open-market sale (Form 4 code S) and was carried out under a pre-established Rule 10b5-1 trading plan.

Key Details

• Transaction date and price: 2026-06-26, 3,000 shares at $11.16 each.
• Total value: $33,480.
• Shares owned after transaction: not disclosed in the provided filing excerpt.
• Footnote: Sales were effected pursuant to a Rule 10b5-1 plan primarily to cover taxes from RSU vesting (footnote F1).
• Timeliness: Reported on 2026-06-26 (no late filing indicated).

Context This was a sale carried out under a 10b5-1 plan, commonly used by insiders to automate sales (often for tax or diversification reasons) and not necessarily a directional signal about the company's prospects. For retail investors, purchases typically provide clearer signals than routine plan-driven sales.