Steven Yi - 03 Aug 2026 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Reporting relationship: CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER, Director
Issuer ticker: MAX
Reported as of: 03 Aug 2026
Net transaction value: -$909,994
SEC form: 4
Accepted by SEC: 05 Aug 2026, 17:19:40 UTC
Prior SEC filing: 17 Jul 2026
Source filing: View source filing
Reporting owner signature: /s/ Jeffrey B. Coyne

Key filing fact

Steven Yi filed Form 4 for MediaAlpha, Inc. (MAX) on 05 Aug 2026.

Key facts

This page summarizes Steven Yi's Form 4 filing for MediaAlpha, Inc. (MAX).
1 reported transaction and 0 derivative rows are listed below.
Accepted by SEC: 05 Aug 2026, 17:19.

Change

Previous filing in this sequence was filed on 17 Jul 2026.
Current net transaction value: -$909,994.

Research use

This tells you what this filing adds before you inspect full transaction and derivative tables.
You can trace every row back to the original SEC filing document.

Evidence

Filed on Form 4

Ownership activity is grounded in SEC Form 4 disclosures.

View source filing

Reporting Owners (1)

CIK 0001829946 Primary reporting owner

Yi Steven

Relationship: CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER, Director
Address: C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES
Signature: /s/ Jeffrey B. Coyne
Signature date: 05 Aug 2026

Reported non-derivative transactions

Shares, units, or other non-derivative securities reported in this filing.

MAX transaction

Class A Common Stock

Sale

Transaction value: $909,994
Shares: -72,000
Change %: -2.9%
Price: $12.64
Shares after: 2,387,690
Date: 03 Aug 2026
Ownership: Direct
Footnotes: F1, F2

^* marks a reported price that did not pass the local price check.

Additional SEC filing notes

Filing notes and footnotes

Rule 10b5-1 trading plan

These transactions were reported as open-market trades under a Rule 10b5-1 plan. The plan lets an insider set trading instructions in advance, which can reduce the risk of trading while in possession of material nonpublic information.

Original filing language: transaction made pursuant to a contract, instruction, or written plan intended to satisfy Rule 10b5-1(c).

Explanation of responses 2 footnotes

Footnote F1

The 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.

Footnote F2

Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.25 to $13.08 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.

SEC remarks

CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER