MediaAlpha (MAX) Director Nonko Eugene Sells 27,639 Shares

What Happened

• Nonko Eugene, a director of MediaAlpha, sold a total of 27,639 shares in open‑market transactions between Sept 8 and Sept 10, 2026, generating aggregate proceeds of approximately $320,210. The sales were executed in multiple trades: 1,940 shares and 7,273 shares on each of Sept 8, Sept 9, and Sept 10 at prices ranging roughly from $11.41 to $11.70 (per‑trade values shown below).
• These were sales (not purchases) and, per the filing, were effected pursuant to a pre‑existing Rule 10b5‑1 trading plan primarily to cover taxes from vested RSUs — a common, routine reason for insider sales.

Key Details

• Dates and per‑date totals:
  • Sept 8, 2026: 9,213 shares sold (1,940 @ $11.70 + 7,273 @ $11.70) — proceeds $107,803.
  • Sept 9, 2026: 9,213 shares sold (1,940 @ $11.65 + 7,273 @ $11.41) — proceeds $105,556.
  • Sept 10, 2026: 9,213 shares sold (1,940 @ $11.52 + 7,273 @ $11.62) — proceeds $106,851.
  • Total: 27,639 shares; total proceeds ≈ $320,210.
• Footnotes: F1 confirms these sales were under a Rule 10b5‑1 plan to cover taxes from RSU vesting. Other footnotes report weighted‑average price ranges across multiple executions and state full per‑price breakdowns are available on request.
• Shares owned after the transactions: not disclosed in the provided excerpt of the Form 4.
• Filing timeliness: Form 4 was filed Sept 10, 2026 (no late‑filing notation indicated on the excerpt).

Context

• Sales executed under a 10b5‑1 plan are typically pre‑arranged and often undertaken for tax or liquidity reasons rather than as a direct signal of the insider’s view on the company. For retail investors, purchases by insiders generally carry more informational weight than routine sales.