Jeffrey B. Coyne - 15 May 2025 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 2025
Net transactions value
-$149,647
Form type
4
Filing time
16 May 2025, 16:58:10 UTC
Previous filing
18 Mar 2025
Next filing
18 Aug 2025
SEC
View on sec.gov

Reporting Owners (1)

Name Relationship Address Signature Signature date CIK
COYNE JEFFREY B GENERAL COUNSEL AND SECRETARY C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES /s/ Jeffrey B. Coyne 16 May 2025 0001213184

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 +0.29% $0.000000 467,305 15 May 2025 Direct F1
transaction MAX Class A Common Stock Tax liability $5,081 -489 -0.1% $10.39 466,816 15 May 2025 Direct F2
transaction MAX Class A Common Stock Options Exercise $0 +509 +0.11% $0.000000 467,325 15 May 2025 Direct F1
transaction MAX Class A Common Stock Tax liability $1,901 -183 -0.04% $10.39 467,142 15 May 2025 Direct F2
transaction MAX Class A Common Stock Options Exercise $0 +6,543 +1.4% $0.000000 473,685 15 May 2025 Direct F1
transaction MAX Class A Common Stock Tax liability $24,333 -2,342 -0.49% $10.39 471,343 15 May 2025 Direct F2
transaction MAX Class A Common Stock Tax liability $27,596 -2,656 -0.56% $10.39 468,687 15 May 2025 Direct F3
transaction MAX Class A Common Stock Tax liability $24,022 -2,312 -0.49% $10.39 466,375 15 May 2025 Direct F3
transaction MAX Class A Common Stock Tax liability $66,714 -6,421 -1.4% $10.39 459,954 15 May 2025 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 -100% $0.000000 0 15 May 2025 Class A Common Stock 1,366 Direct F4, F5
transaction MAX Restricted Stock Units Options Exercise $0 -509 -50% $0.000000 510 15 May 2025 Class A Common Stock 509 Direct F6, F7
transaction MAX Restricted Stock Units Options Exercise $0 -6,543 -25% $0.000000 19,632 15 May 2025 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.