MediaAlpha, Inc.: chief executive officer Steven Yi sold 26,033 shares

What happened Steven Yi, chief executive officer, president, and co-founder, sold 24,000 shares on Oct 8, 2026 at a weighted-average price of $10.04 per share for $240,943, and sold 2,033 shares on Oct 9, 2026 at a weighted-average price of $11.01 per share for $22,377, for total proceeds of $263,320. Both transactions are reported as open-market sales (code S).

Key details

• Transaction dates and prices: Oct 8, 2026 — 24,000 shares at weighted-average $10.04 (prices ranged $10.00 to $10.045); Oct 9, 2026 — 2,033 shares at weighted-average $11.01 (prices ranged $11.00 to $11.02).
• Total shares sold: 26,033 for total proceeds of $263,320.
• Shares owned after the transaction: not reported on this Form 4.
• Footnotes: F1 states the sales were made pursuant to a Rule 10b5-1 trading plan primarily to cover taxes from RSU vesting. F2 and F3 explain the weighted-average sale prices and say the reporting person will provide a per-price breakdown on request.
• Filing date and timeliness: Form 4 filed on Oct 9, 2026; the filing does not indicate it was late.

Why it may matter

• These entries report open-market sales carried out under a 10b5-1 plan to cover tax obligations tied to RSU vesting, per the filing.
  A filing does not show why the insider traded or why the company acted.