MediaAlpha CEO Steven Yi Sells 72,000 Shares

What Happened

• Steven Yi, Chief Executive Officer, President and Co‑founder of MediaAlpha (MAX), sold 72,000 shares in an open-market transaction on August 3, 2026. The weighted-average sale price was $12.64 per share for total proceeds of approximately $909,994. This was a sale (not a buy) and appears to be a routine tax-related disposition rather than a purchase signal.

Key Details

• Transaction date: 2026-08-03
• Shares sold: 72,000; weighted-average price: $12.64; total proceeds: ~$909,994
• Price range noted in filing: $12.25 to $13.08 per share (weighted average reported); filer will provide per-price breakdown on request (Footnote F2)
• Footnote: Sales were made under a Rule 10b5-1 trading plan adopted mainly to cover taxes from RSU vesting (Footnote F1)
• Shares owned after the transaction: not specified in the provided summary of the filing
• Filing timeliness: Report filed 2026-08-05 for a 2026-08-03 transaction — appears timely (Form 4 is generally due within two business days)

Context

• The filing indicates the sale was executed under a pre-established 10b5-1 plan to cover tax obligations from vested RSUs, which is a common, routine reason for insider sales and not necessarily a statement about company prospects. Purchases generally carry more informational weight for investors than routine insider sales.