MediaAlpha CTO Amy Yeh Sells 3,000 Shares

What Happened
Amy Yeh, Chief Technology Officer of MediaAlpha (MAX), sold 3,000 company shares on 2026-09-25 at $9.40 per share, generating proceeds of $28,200. This was a sale (not a purchase), and the filing shows the transaction was effected under a pre-established Rule 10b5-1 trading plan.

Key Details

• Transaction date and price: 2026-09-25, 3,000 shares at $9.40 each.
• Total proceeds: $28,200.
• Transaction type: Sale (S) — open market or private sale as reported.
• Footnote: Reported sale was made pursuant to a Rule 10b5-1 plan, primarily to cover taxes from RSU vesting.
• Shares owned after transaction: Not reported on this Form 4.
• Filing timeliness: Form 4 filed 2026-09-25 (same date as the transaction); no late filing indicated in the report.

Context
Sales executed under 10b5-1 plans are typically pre-scheduled and often used for routine needs (e.g., tax withholding after RSU vesting). The $28.2k sale is relatively small in dollar terms; such transactions are common and do not, by themselves, indicate a change in insider sentiment.