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[Form 4] MediaAlpha, Inc. Insider Trading Activity

Filing Impact
(Low)
Filing Sentiment
(Negative)
Form Type
4
Rhea-AI Filing Summary

MediaAlpha (MAX) Form 4 鈥� Reporting person: Yeh Kuanling Amy, Chief Technology Officer. On 08/15/2025 Ms. Yeh had multiple restricted stock units (RSUs) vest and received issued shares: 5,210, 5,303 and 4,803 Class A common shares upon vesting of RSUs granted in 2022, 2023 and 2024. Those issuances increased her reported beneficial ownership to 405,347 shares before a sale. On the same date she sold 6,000 shares at a weighted-average price of $10.1953 per share under a previously adopted Rule 10b5-1 trading plan, leaving 399,347 shares beneficially owned. The filing includes derivative detail showing the underlying RSU balances and states vesting schedules tied to continued employment.

MediaAlpha (MAX) Modulo 4 鈥� Persona segnalante: Yeh Kuanling Amy, Chief Technology Officer. In data 15/08/2025 la Sig.ra Yeh ha visto maturare pi霉 unit脿 azionarie vincolate (RSU) e ha ricevuto azioni emesse: 5.210, 5.303 e 4.803 azioni ordinarie di Classe A alla maturazione di RSU assegnate nel 2022, 2023 e 2024. Queste emissioni hanno aumentato la sua partecipazione beneficiaria segnalata a 405.347 azioni prima di una vendita. Nello stesso giorno ha venduto 6.000 azioni a un prezzo medio ponderato di $10.1953 per azione nell'ambito di un piano di negoziazione 10b5-1 precedentemente adottato, restando con 399.347 azioni di propriet脿 beneficiaria. La comunicazione include i dettagli sui derivati che mostrano i saldi sottostanti delle RSU e indica che i piani di maturazione sono legati alla prosecuzione dell'impiego.

MediaAlpha (MAX) Formulario 4 鈥� Persona informante: Yeh Kuanling Amy, Chief Technology Officer. El 15/08/2025 la Sra. Yeh tuvo la consolidaci贸n de varias unidades restringidas de acciones (RSU) y recibi贸 acciones emitidas: 5.210, 5.303 y 4.803 acciones ordinarias Clase A al vencimiento de RSU otorgadas en 2022, 2023 y 2024. Esas emisiones elevaron su propiedad beneficiaria reportada a 405.347 acciones antes de una venta. Ese mismo d铆a vendi贸 6.000 acciones a un precio medio ponderado de $10.1953 por acci贸n bajo un plan de negociaci贸n 10b5-1 adoptado previamente, quedando con 399.347 acciones en propiedad beneficiaria. La presentaci贸n incluye detalles de derivados que muestran los saldos subyacentes de las RSU y establece que los calendarios de consolidaci贸n est谩n vinculados a la continuidad del empleo.

MediaAlpha (MAX) 鞏戩嫕 4 鈥� 氤搓碃鞛�: 鞓�(Ye) 旖措 霠� 鞐愳澊氙�(Yeh Kuanling Amy), 斓滉碃旮办垹毂呾瀯鞛�(CTO). 2025雲� 8鞗� 15鞚� 鞓� 鞌姅 雼れ垬鞚� 鞝滍暅 欤检嫕 雼渼(RSU)臧� 頄夓偓霅橃柎 氚滍枆欤检嫕鞚� 靾橂牴頄堨姷雼堧嫟: RSU臧� 靹膘垯霅橂┌ 臧侁皝 5,210, 5,303, 4,803 韥措灅鞀� A 氤错喌欤茧ゼ 氚涭晿鞀惦媹雼�(2022, 2023, 2024雲勳棎 攵�鞐�). 頃措嫻 氚滍枆鞙茧 鞚疙暣 毵る弰 鞝� 氤搓碃霅� 鞁れ唽鞙� 歆�攵勳澊 405,347欤茧 歃濌皜頄堨姷雼堧嫟. 臧欖潃 雮� 攴鸽厐電� 鞚挫爠鞐� 毂勴儩霅� 10b5-1 瓯半灅瓿勴殟鞐� 霐半澕 欤茧嫻 臧�欷戫弶攴犼皜瓴� $10.1953鞐� 6,000欤茧ゼ 毵る弰頃橃棳 鞁れ唽鞙� 歆�攵勳澊 399,347欤茧 雮矊 霅橃棃鞀惦媹雼�. 鞝滌稖靹滌棎電� 旮办磮 RSU 鞛旍暋鞚� 氤挫棳欤茧姅 韺岇儩靸來拡 靹鸽秬靷暛瓿� 旆梾 歆�靻嶌棎 鞐半彊霅� 氩犾姢韺�(甓岆Μ頇曥爼) 鞚检爼鞚� 氇呾嫓霅橃柎 鞛堨姷雼堧嫟.

MediaAlpha (MAX) Formulaire 4 鈥� Personne d茅clarante鈥�: Yeh Kuanling Amy, Chief Technology Officer. Le 15/08/2025, Mme Yeh a vu plusieurs unit茅s d'actions restreintes (RSU) parvenir 脿 茅ch茅ance et a re莽u des actions 茅mises鈥�: 5鈥�210, 5鈥�303 et 4鈥�803 actions ordinaires de cat茅gorie A lors de la lev茅e des RSU attribu茅es en 2022, 2023 et 2024. Ces 茅missions ont port茅 sa participation b茅n茅ficiaire d茅clar茅e 脿 405鈥�347 actions avant une cession. Le m锚me jour, elle a vendu 6鈥�000 actions 脿 un prix moyen pond茅r茅 de $10.1953 par action dans le cadre d'un plan de n茅gociation 10b5-1 ant茅rieurement adopt茅, laissant 399鈥�347 actions en propri茅t茅 b茅n茅ficiaire. Le d茅p么t comprend des d茅tails sur les d茅riv茅s montrant les soldes sous-jacents des RSU et pr茅cise que les calendriers d'acquisition (vesting) sont li茅s 脿 la poursuite de l'emploi.

MediaAlpha (MAX) Formular 4 鈥� Meldende Person: Yeh Kuanling Amy, Chief Technology Officer. Am 15.08.2025 sind bei Frau Yeh mehrere Restricted Stock Units (RSUs) f盲llig geworden und es wurden ausgegebene Aktien erhalten: 5.210, 5.303 und 4.803 Class-A-Stammaktien bei der Vesting der RSUs, die 2022, 2023 bzw. 2024 gew盲hrt wurden. Diese Ausgaben erh枚hten ihr gemeldetes wirtschaftliches Eigentum auf 405.347 Aktien vor einem Verkauf. Am selben Tag verkaufte sie 6.000 Aktien zu einem gewichteten Durchschnittspreis von $10.1953 je Aktie im Rahmen eines zuvor eingef眉hrten Rule-10b5-1-Handelsplans und behielt 399.347 wirtschaftlich inne. Die Einreichung enth盲lt derivative Angaben, die die zugrunde liegenden RSU-Salden zeigen, und weist darauf hin, dass die Vesting-Zeitpl盲ne an die Fortdauer des Besch盲ftigungsverh盲ltnisses gebunden sind.

Positive
  • RSUs vested across multiple grant years, demonstrating scheduled equity compensation delivery
  • Sale executed under a Rule 10b5-1 plan, increasing procedural transparency and reducing timing ambiguity
  • Filing discloses exact share counts and weighted-average sale price, supporting clear disclosure
Negative
  • Reported sale reduced direct beneficial ownership by 6,000 shares to 399,347 shares
  • Sale realized at a modest weighted-average price of $10.1953, which may represent partial monetization of recently vested equity

Insights

TL;DR: Insider received vested equity and executed a planned sale under a 10b5-1 plan; disclosure is routine and transparent.

The filing shows customary equity compensation vesting and a contemporaneous sale executed pursuant to a Rule 10b5-1 plan, which generally mitigates timing concerns about insider sales. The report discloses exact share counts, grant vintages (2022, 2023, 2024) and the weighted-average sale price range supporting transparency. No indirect ownership or atypical transfer mechanisms are disclosed.

TL;DR: RSU vesting across three grant years increases equity alignment; a small portion was sold under an automated plan.

The filing documents vesting of RSUs from three consecutive grant years with standard quarterly vesting after an initial one-sixteenth vest. The aggregate vested shares issued (15,316) reflect routine compensation realization. The sale of 6,000 shares at a weighted-average price of $10.1953 partially monetized the vesting event, consistent with typical post-vesting liquidity choices under preset plans.

MediaAlpha (MAX) Modulo 4 鈥� Persona segnalante: Yeh Kuanling Amy, Chief Technology Officer. In data 15/08/2025 la Sig.ra Yeh ha visto maturare pi霉 unit脿 azionarie vincolate (RSU) e ha ricevuto azioni emesse: 5.210, 5.303 e 4.803 azioni ordinarie di Classe A alla maturazione di RSU assegnate nel 2022, 2023 e 2024. Queste emissioni hanno aumentato la sua partecipazione beneficiaria segnalata a 405.347 azioni prima di una vendita. Nello stesso giorno ha venduto 6.000 azioni a un prezzo medio ponderato di $10.1953 per azione nell'ambito di un piano di negoziazione 10b5-1 precedentemente adottato, restando con 399.347 azioni di propriet脿 beneficiaria. La comunicazione include i dettagli sui derivati che mostrano i saldi sottostanti delle RSU e indica che i piani di maturazione sono legati alla prosecuzione dell'impiego.

MediaAlpha (MAX) Formulario 4 鈥� Persona informante: Yeh Kuanling Amy, Chief Technology Officer. El 15/08/2025 la Sra. Yeh tuvo la consolidaci贸n de varias unidades restringidas de acciones (RSU) y recibi贸 acciones emitidas: 5.210, 5.303 y 4.803 acciones ordinarias Clase A al vencimiento de RSU otorgadas en 2022, 2023 y 2024. Esas emisiones elevaron su propiedad beneficiaria reportada a 405.347 acciones antes de una venta. Ese mismo d铆a vendi贸 6.000 acciones a un precio medio ponderado de $10.1953 por acci贸n bajo un plan de negociaci贸n 10b5-1 adoptado previamente, quedando con 399.347 acciones en propiedad beneficiaria. La presentaci贸n incluye detalles de derivados que muestran los saldos subyacentes de las RSU y establece que los calendarios de consolidaci贸n est谩n vinculados a la continuidad del empleo.

MediaAlpha (MAX) 鞏戩嫕 4 鈥� 氤搓碃鞛�: 鞓�(Ye) 旖措 霠� 鞐愳澊氙�(Yeh Kuanling Amy), 斓滉碃旮办垹毂呾瀯鞛�(CTO). 2025雲� 8鞗� 15鞚� 鞓� 鞌姅 雼れ垬鞚� 鞝滍暅 欤检嫕 雼渼(RSU)臧� 頄夓偓霅橃柎 氚滍枆欤检嫕鞚� 靾橂牴頄堨姷雼堧嫟: RSU臧� 靹膘垯霅橂┌ 臧侁皝 5,210, 5,303, 4,803 韥措灅鞀� A 氤错喌欤茧ゼ 氚涭晿鞀惦媹雼�(2022, 2023, 2024雲勳棎 攵�鞐�). 頃措嫻 氚滍枆鞙茧 鞚疙暣 毵る弰 鞝� 氤搓碃霅� 鞁れ唽鞙� 歆�攵勳澊 405,347欤茧 歃濌皜頄堨姷雼堧嫟. 臧欖潃 雮� 攴鸽厐電� 鞚挫爠鞐� 毂勴儩霅� 10b5-1 瓯半灅瓿勴殟鞐� 霐半澕 欤茧嫻 臧�欷戫弶攴犼皜瓴� $10.1953鞐� 6,000欤茧ゼ 毵る弰頃橃棳 鞁れ唽鞙� 歆�攵勳澊 399,347欤茧 雮矊 霅橃棃鞀惦媹雼�. 鞝滌稖靹滌棎電� 旮办磮 RSU 鞛旍暋鞚� 氤挫棳欤茧姅 韺岇儩靸來拡 靹鸽秬靷暛瓿� 旆梾 歆�靻嶌棎 鞐半彊霅� 氩犾姢韺�(甓岆Μ頇曥爼) 鞚检爼鞚� 氇呾嫓霅橃柎 鞛堨姷雼堧嫟.

MediaAlpha (MAX) Formulaire 4 鈥� Personne d茅clarante鈥�: Yeh Kuanling Amy, Chief Technology Officer. Le 15/08/2025, Mme Yeh a vu plusieurs unit茅s d'actions restreintes (RSU) parvenir 脿 茅ch茅ance et a re莽u des actions 茅mises鈥�: 5鈥�210, 5鈥�303 et 4鈥�803 actions ordinaires de cat茅gorie A lors de la lev茅e des RSU attribu茅es en 2022, 2023 et 2024. Ces 茅missions ont port茅 sa participation b茅n茅ficiaire d茅clar茅e 脿 405鈥�347 actions avant une cession. Le m锚me jour, elle a vendu 6鈥�000 actions 脿 un prix moyen pond茅r茅 de $10.1953 par action dans le cadre d'un plan de n茅gociation 10b5-1 ant茅rieurement adopt茅, laissant 399鈥�347 actions en propri茅t茅 b茅n茅ficiaire. Le d茅p么t comprend des d茅tails sur les d茅riv茅s montrant les soldes sous-jacents des RSU et pr茅cise que les calendriers d'acquisition (vesting) sont li茅s 脿 la poursuite de l'emploi.

MediaAlpha (MAX) Formular 4 鈥� Meldende Person: Yeh Kuanling Amy, Chief Technology Officer. Am 15.08.2025 sind bei Frau Yeh mehrere Restricted Stock Units (RSUs) f盲llig geworden und es wurden ausgegebene Aktien erhalten: 5.210, 5.303 und 4.803 Class-A-Stammaktien bei der Vesting der RSUs, die 2022, 2023 bzw. 2024 gew盲hrt wurden. Diese Ausgaben erh枚hten ihr gemeldetes wirtschaftliches Eigentum auf 405.347 Aktien vor einem Verkauf. Am selben Tag verkaufte sie 6.000 Aktien zu einem gewichteten Durchschnittspreis von $10.1953 je Aktie im Rahmen eines zuvor eingef眉hrten Rule-10b5-1-Handelsplans und behielt 399.347 wirtschaftlich inne. Die Einreichung enth盲lt derivative Angaben, die die zugrunde liegenden RSU-Salden zeigen, und weist darauf hin, dass die Vesting-Zeitpl盲ne an die Fortdauer des Besch盲ftigungsverh盲ltnisses gebunden sind.

SEC Form 4
FORM 4 UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940
OMB APPROVAL
OMB Number: 3235-0287
Estimated average burden
hours per response: 0.5
Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).
X
 Check this box to indicate that a transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c). See Instruction 10.
1. Name and Address of Reporting Person*
Yeh Kuanling Amy
(Last) (First) (Middle)
C/O MEDIAALPHA, INC.
700 SOUTH FLOWER STREET, SUITE 640
(Street)
LOS ANGELES CA 90017
(City) (State) (Zip)
2. Issuer Name and Ticker or Trading Symbol
MediaAlpha, Inc. [ MAX ] 		5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)
Director 10% Owner
X Officer (give title below) Other (specify below)
Chief Technology Officer
3. Date of Earliest Transaction (Month/Day/Year)
08/15/2025
4. If Amendment, Date of Original Filed (Month/Day/Year)
 6. Individual or Joint/Group Filing (Check Applicable Line)
X Form filed by One Reporting Person
Form filed by More than One Reporting Person
Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3) 2. Transaction Date (Month/Day/Year) 2A. Deemed Execution Date, if any (Month/Day/Year) 3. Transaction Code (Instr. 8) 4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5) 5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4) 6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4)
Code V Amount (A) or (D) Price
Class A Common Stock 08/15/2025 M 5,210 A $0(1) 395,241 D
Class A Common Stock 08/15/2025 M 5,303 A $0(1) 400,544 D
Class A Common Stock 08/15/2025 M 4,803 A $0(1) 405,347 D
Class A Common Stock 08/15/2025 S(2) 6,000 D $10.1953(3) 399,347 D
Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned
(e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3) 2. Conversion or Exercise Price of Derivative Security 3. Transaction Date (Month/Day/Year) 3A. Deemed Execution Date, if any (Month/Day/Year) 4. Transaction Code (Instr. 8) 5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5) 6. Date Exercisable and Expiration Date (Month/Day/Year) 7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4) 8. Price of Derivative Security (Instr. 5) 9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4)
Code V (A) (D) Date Exercisable Expiration Date Title Amount or Number of Shares
Restricted Stock Units (4) 08/15/2025 M 5,210 (5) (5) Class A Common Stock 5,210 $0 10,419 D
Restricted Stock Units (6) 08/15/2025 M 5,303 (7) (7) Class A Common Stock 5,303 $0 31,819 D
Restricted Stock Units (8) 08/15/2025 M 4,803 (9) (9) Class A Common Stock 4,803 $0 48,032 D
Explanation of Responses:
1. One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
2. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person.
3. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.02 to $10.27 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price.
4. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 25, 2022.
5. One sixteenth of the RSUs vested on May 15, 2022 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
6. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023.
7. One sixteenth of the RSUs vested on May 15, 2023 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
8. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2024.
9. One sixteenth of the RSUs vested on May 15, 2024 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date.
Remarks:
/s/ Jeffrey B. Coyne 08/18/2025
** Signature of Reporting Person Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.

Source:

FAQ

Who filed the Form 4 for MediaAlpha (MAX)?

The Form 4 was filed by Yeh Kuanling Amy, the Chief Technology Officer of MediaAlpha, Inc.

What equity vested for the reporting person on 08/15/2025?

On 08/15/2025 RSUs vested resulting in issuance of 5,210, 5,303, and 4,803 Class A shares from grants dated 2022, 2023 and 2024.

How many shares were sold and at what price?

The reporting person sold 6,000 shares on 08/15/2025 at a weighted-average price of $10.1953 per share under a Rule 10b5-1 plan.

What is the reporting person鈥檚 beneficial ownership after the transactions?

Following the reported transactions, the Form 4 shows 399,347 shares of Class A common stock beneficially owned.

Were the sales part of an automated trading plan?

Yes. The filing states the sales were effected pursuant to a previously adopted Rule 10b5-1 trading plan.
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Mediaalpha Inc

NYSE:MAX

MAX Rankings

#3020 Ranked by Market Cap
N/A Ranked by Dividends

MAX Latest News

Sep 4, 2025
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Aug 8, 2025
MediaAlpha to Participate in Canaccord Genuity鈥檚 45th Annual Growth Conference
Aug 6, 2025
MediaAlpha Announces Second Quarter 2025聽Financial Results
Aug 6, 2025
MediaAlpha Reaches Settlement with FTC
Jul 18, 2025
MediaAlpha To Report Second Quarter Financial Results on August 6, 2025

MAX Latest SEC Filings

Sep 5, 2025
[8-K] MediaAlpha, Inc. Reports Material Event
Aug 18, 2025
[Form 4] MediaAlpha, Inc. Insider Trading Activity
Aug 18, 2025
[Form 4] MediaAlpha, Inc. Insider Trading Activity
Aug 18, 2025
[Form 4] MediaAlpha, Inc. Insider Trading Activity
Aug 18, 2025
[Form 4] MediaAlpha, Inc. Insider Trading Activity

MAX Stock Data

675.32M
33.09M
40.81%
55.14%
3.4%
Internet Content & Information
Services-business Services, Nec
United States
LOS ANGELES