SEC Form 4 · accession 0001818383-26-000213
MediaAlpha, Inc. · MAX
Statement of changes in beneficial ownership, as filed. Original on EDGAR ↗
Reporting owner
Kuanling Amy Yeh
Officer — Chief Technology Officer
Period of report
Aug 14, 2026
Accepted (ET)
Aug 17, 2026 · 9:53 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 | Aug 14, 2026 | S | 12,000 | $13.5514 | D | 541,985 | D | |
| Class A Common StockF3 | Aug 15, 2026 | M | 5,303 | $0.00 | A | 547,288 | D | |
| Class A Common StockF3 | Aug 15, 2026 | M | 4,803 | $0.00 | A | 552,091 | D |
Table II — derivative securities
| Security | Conv. / exercise price | Date | Code | Shares | A/D | Exercisable | Expires | Underlying | Underlying shares | Owned after | D/I |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Restricted Stock UnitsF4,F5 | — | Aug 15, 2026 | M | 5,303 | D | — | — | Class A Common Stock | 5,303 | 10,607 | D |
| Restricted Stock UnitsF6,F7 | — | Aug 15, 2026 | M | 4,803 | D | — | — | Class A Common Stock | 4,803 | 28,819 | D |
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 $13.435 to $13.68 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.
- F3One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
- F4Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023.
- F5One 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.
- F6Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2024.
- F7One 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.