Jeffrey B. Coyne - 15 May 2023 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role: GENERAL COUNSEL AND SECRETARY
Signature: /s/ Jeffrey B. Coyne
Issuer symbol: MAX
Transactions as of: 15 May 2023
Net transactions value: -$62,460
Form type: 4
Filing time: 17 Aug 2023, 17:12:08 UTC
Previous filing: 17 Mar 2023
Next filing: 16 Nov 2023
SEC: View on sec.gov

Transactions Table

Type	Sym	Class	Transaction	Value $	Shares	Change %	* Price $	Shares After	Date	Ownership	Footnotes
transaction	MAX	Class A Common Stock	Tax liability	$14,401	-2,567	-1.7%	$5.61	146,584	15 May 2023	Direct	F1, F2
transaction	MAX	Class A Common Stock	Tax liability	$22,513	-2,567	-1.8%	$8.77	144,017	15 Aug 2023	Direct	F2
transaction	MAX	Class A Common Stock	Options Exercise	$0	+1,365	+0.95%	$0.000000	145,382	15 Aug 2023	Direct	F3
transaction	MAX	Class A Common Stock	Tax liability	$4,148	-473	-0.33%	$8.77	144,909	15 Aug 2023	Direct	F4
transaction	MAX	Class A Common Stock	Options Exercise	$0	+6,544	+4.5%	$0.000000	151,453	15 Aug 2023	Direct	F3
transaction	MAX	Class A Common Stock	Tax liability	$19,847	-2,263	-1.5%	$8.77	149,190	15 Aug 2023	Direct	F4
transaction	MAX	Class A Common Stock	Options Exercise	$0	+510	+0.34%	$0.000000	149,700	15 Aug 2023	Direct	F3
transaction	MAX	Class A Common Stock	Tax liability	$1,552	-177	-0.12%	$8.77	149,523	15 Aug 2023	Direct	F4

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	-1,365	-12%	$0.000000	9,560	15 Aug 2023	Class A Common Stock	1,365		Direct	F5, F6
transaction	MAX	Restricted Stock Units	Options Exercise	$0	-6,544	-9.1%	$0.000000	65,438	15 Aug 2023	Class A Common Stock	6,544		Direct	F7, F8
transaction	MAX	Restricted Stock Units	Options Exercise	$0	-510	-11%	$0.000000	4,075	15 Aug 2023	Class A Common Stock	510		Direct	F9, F10

* An asterisk sign (*) next to the price indicates that the price is likely invalid.

Explanation of Responses:

Id	Content
F1	This transaction is being reported late due to an inadvertent administrative error.
F2	Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of restricted stock units previously reported in Table I as Class A Common Stock.
F3	One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
F4	Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of RSUs.
F5	Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted May 5, 2021.
F6	One quarter of the RSUs vested on May 15, 2022 and the remainder will vest quarterly over the following three years, in each case subject to continued employment with the Issuer through each vesting date.
F7	Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted March 15, 2022.
F8	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.
F9	Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted August 15, 2021.
F10	One quarter of the RSUs vested on August 15, 2022 and the remainder will vest quarterly over the following three years, in each case subject to continued employment with the Issuer through each vesting date.