Steven Yi - 18 Mar 2026 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role: CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER, Director
Signature: /s/ Jeffrey B. Coyne
Issuer symbol: MAX
Transactions as of: 18 Mar 2026
Net transactions value: -$38,360
Form type: 4
Filing time: 18 Mar 2026, 18:14:36 UTC
Previous filing: 17 Mar 2026
SEC: View on sec.gov

Reporting Owners (1)

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	18 Mar 2026	0001829946

Transactions Table

Type	Sym	Class	Transaction	Value $	Shares	Change %	* Price $	Shares After	Date	Ownership	Footnotes
transaction	MAX	Class A Common Stock	Sale	$38,360	-4,000	-0.13%	$9.59	3,055,247	18 Mar 2026	Direct	F1

* 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.

Remarks:

CHIEF EXECUTIVE OFFICER, PRESIDENT, AND CO-FOUNDER