Form 4 Filing for MediaAlpha, Inc. by Eugene Nonko

Eugene Nonko, a director at MediaAlpha, Inc. (MAX), reported the sale of Class A Common Stock through a Rule 10b5-1 trading plan. The sales occurred between July 27 and July 29, 2026. Direct sales included 3,282 shares on July 27 at an average price of $13.2761, 6,622 shares on July 28 at an average price of $13.8592, and 4,952 shares on July 29 at an average price of $14.0491. Indirect sales through O.N.E. Holdings, LLC included 8,205 shares on July 27 at an average price of $13.2764, 10,843 shares on July 28 at an average price of $13.7762, and 9,524 shares on July 29 at an average price of $14.0466. These transactions were primarily to cover taxes resulting from the vesting of RSUs.