Yi Steven 4

What Happened
Yi Steven, Chief Executive Officer, President and Co‑Founder of MediaAlpha, sold a total of 12,000 shares in three open‑market transactions between March 23–25, 2026. The individual sales were: Mar 23 — 4,000 shares at $9.67 ($38,680); Mar 24 — 4,000 shares at $9.48 ($37,905); Mar 25 — 4,000 shares at $9.42 ($37,662). Total reported proceeds: $114,247. According to the filing, these sales were effected pursuant to a pre-established Rule 10b5-1 trading plan.

Key Details

• Transaction dates and prices:
  • 2026-03-23: 4,000 sh @ $9.67 = $38,680
  • 2026-03-24: 4,000 sh @ $9.48 = $37,905 (F2: weighted-average prices in the $9.43–$9.52 range)
  • 2026-03-25: 4,000 sh @ $9.42 = $37,662 (F3: weighted-average prices in the $9.25–$9.64 range)
• Aggregate: 12,000 shares sold for $114,247.
• Shares owned after the transactions: not disclosed in the information provided in your summary.
• Footnotes of note:
  • F1: Sales were made under a Rule 10b5-1 trading plan, primarily to cover taxes from RSU vesting.
  • F2/F3: Reported prices are weighted averages across multiple executions; the filer will provide per-price breakdowns on request.
• Filing timeliness: Report filed 2026-03-25 for transactions through 2026-03-25 — appears timely under the Form 4 two‑business‑day rule.

Context
These were open‑market sales (code S) under a pre-established 10b5‑1 plan, which are commonly used to automate routine disposals — here expressly to cover tax obligations from vested RSUs per the filer. Such sales are typically administrative and do not by themselves indicate the insider’s current view of the company; they differ from voluntary purchases, which are often considered a stronger bullish signal.