Eugene Nonko - 20 Jan 2026 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
Director
Signature
/s/ Jeffrey B. Coyne
Issuer symbol
MAX
Transactions as of
20 Jan 2026
Net transactions value
-$404,489
Form type
4
Filing time
22 Jan 2026, 17:35:59 UTC
Previous filing
14 Jan 2026
Next filing
28 Jan 2026
SEC
View on sec.gov

Reporting Owners (1)

Name Relationship Address Signature Signature date CIK
Nonko Eugene Director C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES /s/ Jeffrey B. Coyne 22 Jan 2026 0001830016

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Sale $60,520 -5,400 -0.55% $11.21 976,648 20 Jan 2026 Direct F1, F2
transaction MAX Class A Common Stock Sale $59,507 -5,400 -0.55% $11.02 971,248 21 Jan 2026 Direct F1, F3
transaction MAX Class A Common Stock Sale $60,487 -5,400 -0.56% $11.20 965,848 22 Jan 2026 Direct F1, F4
transaction MAX Class A Common Stock Sale $75,103 -6,700 -0.44% $11.21 1,515,920 20 Jan 2026 By O.N.E. Holdings,LLC F1, F2
transaction MAX Class A Common Stock Sale $73,825 -6,700 -0.44% $11.02 1,509,220 21 Jan 2026 By O.N.E. Holdings,LLC F1, F5
transaction MAX Class A Common Stock Sale $75,047 -6,700 -0.44% $11.20 1,502,520 22 Jan 2026 By O.N.E. Holdings,LLC F1, F4
* 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 $11.10 to $11.335 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 $10.845 to $11.18 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 $11.06 to $11.315 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.
F5 Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.835 to $11.20 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.