Jeffrey B. Coyne - Feb 15, 2025 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
GENERAL COUNSEL AND SECRETARY
Signature
/s/ Jeffrey B. Coyne
Stock symbol
MAX
Transactions as of
Feb 15, 2025
Transactions value $
-$108,502
Form type
4
Date filed
2/18/2025, 06:07 PM
Previous filing
Nov 18, 2024
Next filing
Mar 18, 2025
SEC
View on sec.gov

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Options Exercise $0 +1.37K +0.54% $0.00 255K Feb 15, 2025 Direct F1
transaction MAX Class A Common Stock Tax liability -$7.18K -562 -0.22% $12.78 254K Feb 15, 2025 Direct F2
transaction MAX Class A Common Stock Options Exercise $0 +510 +0.2% $0.00 255K Feb 15, 2025 Direct F1
transaction MAX Class A Common Stock Tax liability -$2.68K -210 -0.08% $12.78 255K Feb 15, 2025 Direct F2
transaction MAX Class A Common Stock Options Exercise $0 +6.54K +2.57% $0.00 261K Feb 15, 2025 Direct F1
transaction MAX Class A Common Stock Tax liability -$34.4K -2.69K -1.03% $12.78 259K Feb 15, 2025 Direct F2
transaction MAX Class A Common Stock Tax liability -$34.7K -2.72K -1.05% $12.78 256K Feb 15, 2025 Direct F3
transaction MAX Class A Common Stock Tax liability -$29.5K -2.31K -0.9% $12.78 254K Feb 15, 2025 Direct F3

Derivative Securities (e.g., puts, calls, warrants, options, convertible securities)

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Underlying Class Amount Exercise Price Ownership Footnotes
transaction MAX Restricted Stock Units Options Exercise $0 -1.37K -50% $0.00 1.37K Feb 15, 2025 Class A Common Stock 1.37K Direct F4, F5
transaction MAX Restricted Stock Units Options Exercise $0 -510 -33.36% $0.00 1.02K Feb 15, 2025 Class A Common Stock 510 Direct F6, F7
transaction MAX Restricted Stock Units Options Exercise $0 -6.54K -20% $0.00 26.2K Feb 15, 2025 Class A Common Stock 6.54K Direct F8, F9
* An asterisk sign (*) next to the price indicates that the price is likely invalid.

Explanation of Responses:

Id Content
F1 One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU").
F2 Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of RSUs.
F3 Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of restricted stock units previously reported in Table I as Class A Common Stock.
F4 Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted May 5, 2021.
F5 One quarter of the RSUs vested on May 15, 2022 and the remainder will vest quarterly over the following three years, in each case subject to continued employment with the Issuer through each vesting date.
F6 Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted August 15, 2021.
F7 One quarter of the RSUs vested on August 15, 2022 and the remainder will vest quarterly over the following three years, in each case subject to continued employment with the Issuer through each vesting date.
F8 Represents grant of RSUs under the Issuer's Omnibus Equity Incentive Plan granted March 15, 2022.
F9 One sixteenth of the RSUs vested on May 15, 2022 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.