Keith Cramer - 15 Jan 2026 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
Chief Revenue Officer
Signature
/s/ Jeffrey B. Coyne
Issuer symbol
MAX
Transactions as of
15 Jan 2026
Net transactions value
-$113,736
Form type
4
Filing time
16 Jan 2026, 16:46:20 UTC
Previous filing
17 Dec 2025
Next filing
17 Feb 2026
SEC
View on sec.gov

Reporting Owners (1)

Name Relationship Address Signature Signature date CIK
Cramer Keith Chief Revenue Officer C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES /s/ Jeffrey B. Coyne 16 Jan 2026 0001829989

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Sale $113,736 -10,000 -5.3% $11.37 177,169 15 Jan 2026 Direct F1, F2
* An asterisk sign (*) next to the price indicates that the price is likely invalid.

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).

Explanation of Responses:

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 primarily 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 $11.18 to $11.50 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.