MediaAlpha (MAX) CTO Amy Yeh Sells 3,000 Shares

What Happened Amy Yeh (Yeh Kuanling Amy), Chief Technology Officer of MediaAlpha, sold 3,000 shares on September 4, 2026. The shares were sold at $12.00 each, generating proceeds of $36,000. This transaction is a sale (not a purchase or option exercise).

Key Details

• Transaction date and price: 3,000 shares sold on 2026-09-04 at $12.00 per share.
• Total proceeds: $36,000.
• Shares owned after transaction: Not specified in the provided filing.
• Footnote: The sale was executed under a Rule 10b5-1 trading plan adopted primarily to cover taxes from RSU vesting.
• Filing timeliness: Form 4 was filed on 2026-09-09; given the September 4 trade and the Labor Day holiday, this filing is within the required two business days.

Context Sales executed under pre-established 10b5-1 plans are common for covering tax obligations from equity awards and are generally considered routine; they do not by themselves indicate a change in insider sentiment. Retail investors often view purchases as more informative than routine sales.