Jeffrey B. Coyne - 15 May 2024 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 2024
Net transactions value: -$151,141
Form type: 4
Filing time: 20 May 2024, 19:13:09 UTC
Previous filing: 19 Mar 2024
Next filing: 15 Aug 2024
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	Options Exercise	$0	+1,366	+0.53%	$0.000000	259,550	15 May 2024	Direct	F1
transaction	MAX	Class A Common Stock	Tax liability	$9,267	-488	-0.19%	$18.99	259,062	15 May 2024	Direct	F2
transaction	MAX	Class A Common Stock	Options Exercise	$0	+510	+0.2%	$0.000000	259,572	15 May 2024	Direct	F1
transaction	MAX	Class A Common Stock	Tax liability	$3,456	-182	-0.07%	$18.99	259,390	15 May 2024	Direct	F2
transaction	MAX	Class A Common Stock	Options Exercise	$0	+6,543	+2.5%	$0.000000	265,933	15 May 2024	Direct	F1
transaction	MAX	Class A Common Stock	Tax liability	$44,342	-2,335	-0.88%	$18.99	263,598	15 May 2024	Direct	F2
transaction	MAX	Class A Common Stock	Tax liability	$50,305	-2,649	-1%	$18.99	260,949	15 May 2024	Direct	F3
transaction	MAX	Class A Common Stock	Tax liability	$43,772	-2,305	-0.88%	$18.99	258,644	15 May 2024	Direct	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	-1,366	-20%	$0.000000	5,463	15 May 2024	Class A Common Stock	1,366		Direct	F4, F5
transaction	MAX	Restricted Stock Units	Options Exercise	$0	-510	-17%	$0.000000	2,547	15 May 2024	Class A Common Stock	510		Direct	F6, F7
transaction	MAX	Restricted Stock Units	Options Exercise	$0	-6,543	-12%	$0.000000	45,807	15 May 2024	Class A Common Stock	6,543		Direct	F8, F9

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

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	Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of RSUs.
F3	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.
F4	Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted May 5, 2021.
F5	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.
F6	Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted August 15, 2021.
F7	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.
F8	Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted March 15, 2022.
F9	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.