| Name | Relationship | Address | Signature | Signature date | CIK |
|---|---|---|---|---|---|
| Yi Steven | CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER, Director | C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES | /s/ Jeffrey B. Coyne | 2025-12-10 | 0001829946 |
| Type | Sym | Class | Transaction | Value $ | Shares | Change % | * Price $ | Shares After | Date | Ownership | Footnotes |
|---|---|---|---|---|---|---|---|---|---|---|---|
| transaction | MAX | Class A Common Stock | Sale | -$105K | -8K | -0.27% | $13.07 | 2.92M | Dec 8, 2025 | Direct | F1, F2 |
| transaction | MAX | Class A Common Stock | Sale | -$106K | -8K | -0.27% | $13.28 | 2.91M | Dec 9, 2025 | Direct | F1, F3 |
| transaction | MAX | Class A Common Stock | Sale | -$108K | -8K | -0.27% | $13.50 | 2.9M | Dec 10, 2025 | Direct | F1, F4 |
Buy Plan / Sale Plan: These are also open market purchases/sales of shares, but in this case the transaction is part of a trading plan. Rule 10b5-1 allows insiders to setup a trading plan to buy/sell stocks over a certain period of time. Since the purchases/sales are predetermined, this protects the insiders from violating insider trading law.
Transaction was made pursuant to a contract, instruction or written plan for the purchase or sale of equity securities of the issuer that is intended to satisfy the affirmative defense conditions of Rule 10b5-1(c).
| Id | Content |
|---|---|
| F1 | The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person to cover taxes resulting from the vesting of RSUs. |
| F2 | Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.89 to $13.155 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. |
| F3 | Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.11 to $13.54 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. |
| F4 | Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.34 to $13.76 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. |
CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER