Eugene Nonko - Nov 24, 2025 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
Director
Signature
/s/ Jeffrey B. Coyne
Stock symbol
MAX
Transactions as of
Nov 24, 2025
Transactions value $
-$441,928
Form type
4
Date filed
11/26/2025, 05:35 PM
Previous filing
Nov 19, 2025
Next filing
Dec 3, 2025
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 2025-11-26 0001830016

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Sale -$64.4K -5.4K -0.49% $11.93 1.11M Nov 24, 2025 Direct F1, F2
transaction MAX Class A Common Stock Sale -$65.5K -5.4K -0.49% $12.13 1.1M Nov 25, 2025 Direct F1, F3
transaction MAX Class A Common Stock Sale -$67.4K -5.4K -0.49% $12.48 1.1M Nov 26, 2025 Direct F1, F4
transaction MAX Class A Common Stock Sale -$79.9K -6.7K -0.4% $11.93 1.68M Nov 24, 2025 By O.N.E. Holdings,LLC F1, F5
transaction MAX Class A Common Stock Sale -$81.1K -6.7K -0.4% $12.10 1.67M Nov 25, 2025 By O.N.E. Holdings,LLC F1, F6
transaction MAX Class A Common Stock Sale -$83.6K -6.7K -0.4% $12.48 1.66M Nov 26, 2025 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 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 $11.62 to $11.97 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 $11.76 to $12.26 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 $12.43 to $12.61 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 $11.66 to $11.97 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.
F6 Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.68 to $12.25 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.