SEC Form 4 · accession 0001818383-26-000191
MediaAlpha, Inc. · MAX
Statement of changes in beneficial ownership, as filed. Original on EDGAR ↗
Reporting owner
Steven Yi
Officer — See Remarks · Director
Period of report
Jul 16, 2026
Accepted (ET)
Jul 17, 2026 · 8:45 pm EDT
Rule 10b5-1 plan
yes — trade under a plan
Issuer CIK
0001818383
Table I — non-derivative securities
| Security | Date | Code | Shares | Price | A/D | Owned after | D/I | Nature of ownership |
|---|---|---|---|---|---|---|---|---|
| Class A Common StockF2 | Jul 16, 2026 | S | 82,457 | $14.3901 | D | 2,472,023 | D | |
| Class A Common StockF3 | Jul 17, 2026 | S | 12,333 | $14.1973 | D | 2,459,690 | D |
Table II — derivative securities
No Table II lines on this filing.
Explanation of responses
- F1The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs.
- F2Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.03 to $14.68 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.
- F3Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $14.00 to $14.24 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.
Remarks
CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER