MediaAlpha (MAX) Director Nonko Eugene Sells 31,335 Shares

What Happened
Nonko Eugene, a director of MediaAlpha, sold a total of 31,335 shares in open-market transactions across August 31–September 2, 2026. The six reported dispositions were 2,667 and 7,778-share lots on each of the three days, generating aggregate proceeds of approximately $389,060. These were sales (not purchases) and were effected pursuant to a Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting.

Key Details

• Transaction dates and amounts:
  • 2026-08-31: 2,667 shares @ $12.59 = $33,566; 7,778 shares @ $12.61 = $98,061 (total 10,445 shares, $131,627)
  • 2026-09-01: 2,667 shares @ $12.45 = $33,216; 7,778 shares @ $12.39 = $96,394 (total 10,445 shares, $129,610)
  • 2026-09-02: 2,667 shares @ $12.22 = $32,581; 7,778 shares @ $12.24 = $95,242 (total 10,445 shares, $127,823)
• Total sold: 31,335 shares for approximately $389,060.
• Shares owned after the transactions: not disclosed in the data provided in this summary (check the full Form 4 for post-transaction holdings).
• Notable footnotes: sales were made under a 10b5-1 trading plan to cover taxes from RSU vesting (F1). Other footnotes (F2–F6) note that reported amounts reflect weighted-average prices across multiple executions and provide per-trade price ranges; the reporting person will provide detailed per-price quantities upon request to the SEC, issuer, or security holders.
• Filing/timeliness: Form filed 2026-09-02 reporting transactions through 2026-09-02; no late filing flag was indicated in the information provided.

Context
Sales made under a pre-established 10b5-1 plan to satisfy tax obligations for vested RSUs are common and typically viewed as routine rather than a direct signal about the director’s view of the company. For retail investors, purchases by insiders can be more indicative of confidence; these transactions were dispositions to cover tax liabilities. For full details (post-transaction ownership, exact per-trade breakdowns, and the 10b5-1 plan terms), consult the complete Form 4 filing (Accession No. 0001818383-26-000226).