MediaAlpha CEO Steven Yi Sells 48,000 Shares

What Happened
Steven Yi, MediaAlpha's Chief Executive Officer, President and Co‑founder, sold 48,000 shares on 2026-09-01 in an open‑market/private sale. The weighted‑average sale price was $12.38 per share, generating approximately $594,365 in proceeds. The filing lists the sale as code "S" (sale).

Key Details

• Transaction date: 2026-09-01; Form 4 filed 2026-09-02 (timely).
• Shares sold: 48,000; weighted‑average price: $12.38; total proceeds ≈ $594,365.
• Price range reported: $12.20 to $12.67 per share (see footnote for per‑price breakdown).
• Footnote: Sales were made under a pre‑existing Rule 10b5‑1 trading plan, adopted primarily to cover taxes from RSU vesting. Reporting person will provide per‑price breakdown on request.
• Shares owned after transaction: Not specified on this Form 4.
• Transaction code: S = Sale.

Context
This sale was executed under a Rule 10b5‑1 plan, which insiders commonly use to systematically sell shares (often to cover tax obligations from vested awards). Such plan‑based sales are generally considered routine and do not, by themselves, indicate a change in the insider’s view of the company.