MediaAlpha (MAX) Chief Revenue Officer Keith Cramer Sells 13,000 Shares

What Happened Keith Cramer, Chief Revenue Officer of MediaAlpha, sold 13,000 shares of MediaAlpha (MAX) on July 15, 2026. The weighted-average sale price was $14.19 per share, producing proceeds of approximately $184,495. This was an open-market sale (S), not a purchase or option exercise, and such sales are often routine rather than a statement about company prospects.

Key Details

• Transaction date: 2026-07-15.
• Price: weighted-average $14.19 per share; individual sale prices ranged from $13.87 to $14.31. (Footnote: the filer will provide the number of shares sold at each separate price upon request.)
• Shares sold: 13,000; proceeds ≈ $184,495.
• Footnotes: F1 — sales were made under a pre-established Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting; F2 — reflects weighted-average price for multiple trades ($13.87–$14.31).
• Shares owned after the transaction: not specified in the provided filing excerpt.
• Filing timeliness: Form 4 filed the same day (2026-07-15), indicating a timely report.

Context Sales executed under a 10b5-1 plan are scheduled in advance and commonly used for tax or diversification purposes; they do not necessarily reflect the insider’s current view of the company. For retail investors, purchases generally carry more informational weight than routine sales; this filing documents a routine, pre-planned sale.