Yi Steven 4

What Happened

• Yi Steven, MediaAlpha’s Chief Executive Officer, President, and Co‑founder, sold a total of 94,790 shares of MediaAlpha (MAX) in two open‑market transactions. On 2026-07-16 he sold 82,457 shares for a weighted-average price of $14.39 (≈ $1,186,564) and on 2026-07-17 he sold 12,333 shares for a weighted-average price of $14.20 (≈ $175,095). Total proceeds were approximately $1,361,659. These were sales (dispositions), which are often routine rather than a bullish signal.

Key Details

• Transaction dates and prices:
  • 2026-07-16: 82,457 shares sold at weighted-average $14.39 (prices ranged $14.03–$14.68). (F2)
  • 2026-07-17: 12,333 shares sold at weighted-average $14.20 (prices ranged $14.00–$14.24). (F3)
• Total shares sold: 94,790; total proceeds: ≈ $1,361,659.
• Shares owned after the transaction: Not disclosed in the provided filing.
• Notable footnotes: Sales were made pursuant to a pre-established Rule 10b5‑1 trading plan adopted primarily to cover taxes from RSU vesting (F1). The filing includes undertakings to provide per-price sale breakdowns on request (F2, F3).
• Filing timeliness: Filing date 2026-07-17 for transactions on 7/16–7/17—filed promptly.

Context

• These were outright share sales under a 10b5‑1 plan (routine tax-related dispositions tied to RSU vesting), not option exercises or gifts. Such planned sales are common for executives to satisfy tax obligations and do not necessarily indicate a change in the insider’s view of the company.