Eugene Nonko - 15 Mar 2026 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
Director
Signature
/s/ Jeffrey B. Coyne
Issuer symbol
MAX
Transactions as of
15 Mar 2026
Net transactions value
-$52,060
Form type
4
Filing time
17 Mar 2026, 21:11:47 UTC
Previous filing
11 Mar 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 18 Mar 2026 0001830016

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Award +174,450 +20% $0.000000* 1,059,400 15 Mar 2026 Direct F1
transaction MAX Class A Common Stock Sale $24,449 -2,444 -0.23% $10.00 1,056,956 16 Mar 2026 Direct F2, F3
transaction MAX Class A Common Stock Sale $18,990 -1,899 -0.18% $10.00 1,055,057 17 Mar 2026 Direct F2
transaction MAX Class A Common Stock Sale $4,581 -458 -0.03% $10.00 1,379,347 16 Mar 2026 By O.N.E. Holdings,LLC F3
transaction MAX Class A Common Stock Sale $4,040 -404 -0.03% $10.00 1,378,943 17 Mar 2026 By O.N.E. Holdings,LLC
* An asterisk sign (*) next to the price indicates that the price is likely invalid.

Explanation of Responses:

Id Content
F1 Consists of restricted stock units ("RSUs") granted to the Reporting Person under the Issuer's Omnibus Incentive Plan. Each RSU represents a contingent right to receive one share of Class A Common Stock upon vesting. One sixteenth of the RSUs will vest on May 15, 2026 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.
F2 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.
F3 Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.00 to $10.01 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.