MediaAlpha (MAX) CTO Amy Yeh Sells 12,000 Shares

What Happened
Yeh Kuanling Amy, MediaAlpha's Chief Technology Officer, sold 12,000 shares in an open-market transaction on Aug 14, 2026 for a weighted-average price of $13.55 per share, generating proceeds of $162,617. On Aug 15, 2026, the filing also reports the conversion/vesting of RSUs into 5,303 and 4,803 shares (two separate grants) and matching dispositions reported at $0.00, reflecting the issuance and immediate settlement of vested RSUs.

Key Details

• Primary sale: 12,000 shares on 2026-08-14 at a weighted-average price of $13.55 (sale proceeds $162,617). Reported price range for the sales was $13.435–$13.68. (Footnote F2)
• RSU conversions: On 2026-08-15, 5,303 and 4,803 RSUs converted to shares (reported as acquired at $0.00) and the same amounts were reported disposed at $0.00 (derivative conversion/settlement entries). (Footnotes F3–F7)
• Reason for sale: Sales were made under a Rule 10b5-1 trading plan primarily to cover taxes resulting from RSU vesting. (Footnote F1)
• Grants & vesting: RSUs arose from grants dated March 15, 2023 and March 15, 2024; each grant vests over four years with an initial 1/16 vesting then quarterly vesting thereafter. (Footnotes F4–F7)
• Shares owned after the transactions: Not stated in the provided Form 4 (not disclosed in this summary).
• Filing date: Form filed 2026-08-17; filing appears to report the Aug 14–15 transactions and is not marked late in the filing.

Context
The sale was executed under a pre-established 10b5-1 plan and is described as covering tax obligations from RSU vesting — a common, non-informational reason for insider sales. The Aug 15 zero-dollar entries reflect RSU-to-share issuance and settlement (net/share withholding or internal settlement), not a market purchase. Purchases generally carry stronger signals than routine sales tied to tax withholding; this filing documents routine vesting and tax-related selling rather than an independent open-market buy.