Yi Steven 4

What Happened
Yi Steven — Chief Executive Officer, President, and Co‑Founder of MediaAlpha (MAX) — sold a total of 43,721 shares in two transactions: 17,254 shares on 2026-07-06 at $14.01 (proceeds $241,782) and 26,467 shares on 2026-07-07 at $14.07 (proceeds $372,452). Total proceeds reported: $614,234. These were sales (not purchases), and the filing indicates they were executed under a Rule 10b5-1 trading plan.

Key Details

• Transaction dates and amounts:
  • 2026-07-06: 17,254 shares sold at $14.01 (total $241,782). (Footnote F2: weighted‑average for multiple prices $14.00–$14.05.)
  • 2026-07-07: 26,467 shares sold at $14.07 (total $372,452). (Footnote F3: weighted‑average for multiple prices $14.00–$14.29.)
• Total shares sold: 43,721; total proceeds: $614,234.
• Trades were effected pursuant to a Rule 10b5-1 trading plan adopted primarily to cover taxes from RSU vesting (Footnote F1).
• The reporting person offered to provide breakdowns of sales by exact share price on request (F2/F3).
• Filing: Form 4 filed 2026-07-08 for transactions on 2026-07-06 and 2026-07-07 — appears timely (Form 4 is generally due within 2 business days).
• Shares owned after the transactions: not specified in the provided excerpt.

Context
Sales executed under a pre-established 10b5-1 plan are commonly used to cover tax obligations from equity vesting and are considered routine; they do not by themselves indicate a change in the insider’s view of the company. For retail investors, purchases usually carry more informational weight than routine, tax-motivated sales.