Yeh Kuanling Amy 4

What Happened

• Yeh Kuanling Amy, Chief Technology Officer of MediaAlpha (MAX), sold a total of 13,000 shares in open-market transactions: 10,000 shares on 2026-07-16 at $14.51 per share (proceeds $145,080) and 3,000 shares on 2026-07-17 at $13.95 per share (proceeds $41,850). Total proceeds were approximately $186,930. These were sales (disposals), not purchases.

Key Details

• Transaction dates and prices:
  • 2026-07-16 — 10,000 shares sold at $14.51 (weighted-average price noted between $14.50–$14.51 for multiple trades)
  • 2026-07-17 — 3,000 shares sold at $13.95
• Shares owned after the transaction: not disclosed in the provided filing.
• Footnotes:
  • Sales were effected pursuant to a pre-existing Rule 10b5-1 trading plan adopted primarily to cover taxes from RSU vesting.
  • The filing notes a weighted-average sale price for multiple trades and offers to provide per-trade prices upon request.
• Filing timeliness: Report filed on 2026-07-17 for transactions on 2026-07-16 and 2026-07-17 — appears to be timely (filed the next day).

Context

• These sales were carried out under a Rule 10b5-1 plan, a common mechanism executives use to systematically sell shares (often for tax obligations) and which reduces the implication of opportunistic trading. Sales are not an explicit bullish signal; retail investors should consider this as routine insider liquidity unless other patterns or disclosures suggest otherwise.