Eugene Nonko - 29 Dec 2025 Form 4 Insider Report for MediaAlpha, Inc. (MAX)

Role
Director
Signature
/s/ Jeffrey B. Coyne
Issuer symbol
MAX
Transactions as of
29 Dec 2025
Net transactions value
-$464,336
Form type
4
Filing time
31 Dec 2025, 16:08:28 UTC
Previous filing
29 Dec 2025
Next filing
07 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 31 Dec 2025 0001830016

Transactions Table

Type Sym Class Transaction Value $ Shares Change % * Price $ Shares After Date Ownership Footnotes
transaction MAX Class A Common Stock Sale $68,292 -5,400 -0.52% $12.65 1,025,248 29 Dec 2025 Direct F1, F2
transaction MAX Class A Common Stock Sale $69,094 -5,400 -0.53% $12.80 1,019,848 30 Dec 2025 Direct F1, F3
transaction MAX Class A Common Stock Sale $69,842 -5,400 -0.53% $12.93 1,014,448 31 Dec 2025 Direct F1, F4
transaction MAX Class A Common Stock Sale $84,726 -6,700 -0.42% $12.65 1,576,220 29 Dec 2025 By O.N.E. Holdings,LLC F1, F5
transaction MAX Class A Common Stock Sale $85,726 -6,700 -0.43% $12.80 1,569,520 30 Dec 2025 By O.N.E. Holdings,LLC F1, F3
transaction MAX Class A Common Stock Sale $86,656 -6,700 -0.43% $12.93 1,562,820 31 Dec 2025 By O.N.E. Holdings,LLC F1, F6
* 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 $12.58 to $12.73 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 $12.60 to $12.89 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 $12.90 to $12.975 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 $12.57 to $12.725 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 $12.91 to $12.96 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.