Kuanling Amy Yeh - Aug 15, 2025 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
Chief Technology Officer
Signature
/s/ Jeffrey B. Coyne
Stock symbol
MAX
Transactions as of
Aug 15, 2025
Transactions value $
-$61,172
Form type
4
Date filed
8/18/2025, 04:26 PM
Previous filing
Jul 10, 2025
Next filing
Nov 18, 2025
SEC
View on sec.gov

Reporting Owners (1)

Name Relationship Address Signature Signature date CIK
Yeh Kuanling Amy Chief Technology Officer C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES /s/ Jeffrey B. Coyne 2025-08-18 0001829969

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Options Exercise $0 +5.21K +1.34% $0.00 395K Aug 15, 2025 Direct F1
transaction MAX Class A Common Stock Options Exercise $0 +5.3K +1.34% $0.00 401K Aug 15, 2025 Direct F1
transaction MAX Class A Common Stock Options Exercise $0 +4.8K +1.2% $0.00 405K Aug 15, 2025 Direct F1
transaction MAX Class A Common Stock Sale -$61.2K -6K -1.48% $10.20 399K Aug 15, 2025 Direct F2, F3

Derivative Securities (e.g., puts, calls, warrants, options, convertible securities)

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Underlying Class Amount Exercise Price Ownership Footnotes
transaction MAX Restricted Stock Units Options Exercise $0 -5.21K -33.34% $0.00 10.4K Aug 15, 2025 Class A Common Stock 5.21K Direct F4, F5
transaction MAX Restricted Stock Units Options Exercise $0 -5.3K -14.29% $0.00 31.8K Aug 15, 2025 Class A Common Stock 5.3K Direct F6, F7
transaction MAX Restricted Stock Units Options Exercise $0 -4.8K -9.09% $0.00 48K Aug 15, 2025 Class A Common Stock 4.8K Direct F8, F9
* An asterisk sign (*) next to the price indicates that the price is likely invalid.

Buy Plan / Sale Plan: These are also open market purchases/sales of shares, but in this case the transaction is part of a trading plan. Rule 10b5-1 allows insiders to setup a trading plan to buy/sell stocks over a certain period of time. Since the purchases/sales are predetermined, this protects the insiders from violating insider trading law.

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).

Explanation of Responses:

Id Content
F1 One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
F2 The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person.
F3 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.
F4 Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 25, 2022.
F5 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.
F6 Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023.
F7 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.
F8 Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2024.
F9 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.