MediaAlpha director Nonko lists 23,202 shares for sale

The reported shares include 20,001 from a capital contribution and 3,201 from a restricted stock lapse.

Rhea-AI Filing Summary

MediaAlpha, Inc. director Eugene Nonko reported 23,202 common shares for sale, with an aggregate market value of $235,472. The notice states the sale on this filing was done October 12, 2026, while also saying shares may be sold over various dates. It names Eugene Nonko and O.N.E. Holdings LLC as sellers and lists Charles Schwab & Co., Inc. as broker. The reported shares include 20,001 acquired through a capital contribution and 3,201 from a restricted stock lapse.

Key Figures

Common shares reported for sale: 23,202 shares Aggregate market value: $235,472 Shares from capital contribution: 20,001 shares +1 more

4 metrics

Common shares reported for sale 23,202 shares Sale on this filing was done October 12, 2026

Aggregate market value $235,472 Shares reported for sale

Shares from capital contribution 20,001 shares January 30, 2023

Shares from restricted stock lapse 3,201 shares August 15, 2026

Key Terms

Rule 144, Capital Contribution, Restricted Stock Lapse

3 terms

Rule 144 regulatory

"See the definition of "person" in paragraph (a) of Rule 144."

Rule 144 is a U.S. securities regulation that sets conditions under which restricted or insider-held shares can be legally resold to the public, such as required holding periods, availability of public information, limits on how much can be sold at once, and certain filing requirements. For investors it matters because it determines when previously locked-up shares can enter the market — like a release valve that can increase supply, affect share price, and signal insider intent.

Capital Contribution financial

"01/30/2023 | Capital Contribution"

An owner or investor putting money or assets into a company to fund operations, growth, or shore up the balance sheet rather than lending it as a loan. Think of it like a homeowner investing cash to renovate a house: it strengthens the property’s value and changes how future gains are shared. For investors, capital contributions affect company stability, ownership stakes and potential returns.

Restricted Stock Lapse financial

"08/15/2026 | Restricted Stock Lapse"

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

How many MAX shares did Eugene Nonko report for sale?

Eugene Nonko reported 23,202 MediaAlpha common shares for sale, with an aggregate market value of $235,472. The notice states the sale on this filing was done October 12, 2026, and that shares may be sold over various dates.

How were the MAX shares reported for sale acquired?

The listed shares include 20,001 common shares acquired through a capital contribution on January 30, 2023, and 3,201 common shares attributed to a restricted stock lapse on August 15, 2026.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Available on EDGAR 10/13/2026 - 10:27 AM EDT Accepted by SEC EDGAR 10/13/2026 - 10:27 AM EDT Learn about SEC filing dates

Form 144 Filer Information	UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 Form 144 NOTICE OF PROPOSED SALE OF SECURITIES PURSUANT TO RULE 144 UNDER THE SECURITIES ACT OF 1933
FORM 144

144: Filer Information

Filer CIK	0001830016
Filer CCC	XXXXXXXX
Is this a LIVE or TEST Filing?	LIVE TEST
Submission Contact Information
Name
Phone
E-Mail Address

144: Issuer Information

Name of Issuer	MediaAlpha, Inc.
SEC File Number	001-39671
Address of Issuer	700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CALIFORNIA 90017
Phone	619-393-9368
Name of Person for Whose Account the Securities are To Be Sold	Nonko Eugene
See the definition of "person" in paragraph (a) of Rule 144. Information is to be given not only as to the person for whose account the securities are to be sold but also as to all other persons included in that definition. In addition, information shall be given as to sales by all persons whose sales are required by paragraph (e) of Rule 144 to be aggregated with sales for the account of the person filing this notice.
Relationship to Issuer	Director

144: Securities Information

Title of the Class of Securities To Be Sold	Name and Address of the Broker	Number of Shares or Other Units To Be Sold	Aggregate Market Value	Number of Shares or Other Units Outstanding	Approximate Date of Sale	Name the Securities Exchange
Common	Charles Schwab & Co., Inc. 3000 Schwab Way Westlake TX 76262	23202	235472.00	52975711	10/12/2026	NYSE

Furnish the following information with respect to the acquisition of the securities to be sold and with respect to the payment of all or any part of the purchase price or other consideration therefor:

144: Securities To Be Sold

Title of the Class	Date you Acquired	Nature of Acquisition Transaction	Name of Person from Whom Acquired	Is this a Gift?	Date Donor Acquired	Amount of Securities Acquired	Date of Payment	Nature of Payment *
Common	01/30/2023	Capital Contribution	MediaAlpha, Inc.			20001	01/30/2023	NA
Common	08/15/2026	Restricted Stock Lapse	MediaAlpha, Inc.			3201	08/15/2026	Equity Compensation

* If the securities were purchased and full payment therefor was not made in cash at the time of purchase, explain in the table or in a note thereto the nature of the consideration given. If the consideration consisted of any note or other obligation, or if payment was made in installments describe the arrangement and state when the note or other obligation was discharged in full or the last installment paid.

Furnish the following information as to all securities of the issuer sold during the past 3 months by the person for whose account the securities are to be sold.

144: Securities Sold During The Past 3 Months

Name and Address of Seller	Title of Securities Sold	Date of Sale	Amount of Securities Sold	Gross Proceeds
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/13/2026	17465	240635.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/14/2026	14476	201010.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/15/2026	14476	204131.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/20/2026	14476	200342.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/21/2026	14476	207445.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/22/2026	14476	198998.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/27/2026	11487	152505.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/28/2026	17465	241151.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	07/29/2026	14476	203351.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/03/2026	11487	143580.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/04/2026	10445	130165.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/05/2026	10445	128493.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/10/2026	11487	154996.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/11/2026	11487	152444.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/12/2026	11487	147155.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/17/2026	11487	146935.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/18/2026	11487	148050.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/19/2026	11487	151845.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/24/2026	11487	149209.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/25/2026	11487	150890.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/26/2026	10445	131128.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	08/31/2026	10445	131627.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/01/2026	10445	129609.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/02/2026	10445	127822.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/08/2026	9213	107804.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/09/2026	9213	105556.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/10/2026	9213	106851.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/14/2026	10445	125100.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/15/2026	9213	105810.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/16/2026	9213	103561.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/21/2026	7734	81458.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc	09/22/2026	7734	83364.00

144: Remarks and Signature

Remarks	Shares on this filing may be sold over various dates. Sold by Eugene Nonko & O.N.E HOLDINGS LLC. Sale on this filing was done on 10/12/2026, filing couldn't be made on sale date due to Columbus Day Federal Holiday and EDGAR platform being closed.
Date of Notice	10/12/2026
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	03/03/2026
ATTENTION:
The person for whose account the securities to which this notice relates are to be sold hereby represents by signing this notice that he does not know any material adverse information in regard to the current and prospective operations of the Issuer of the securities to be sold which has not been publicly disclosed. If such person has adopted a written trading plan or given trading instructions to satisfy Rule 10b5-1 under the Exchange Act, by signing the form and indicating the date that the plan was adopted or the instruction given, that person makes such representation as of the plan adoption or instruction date.
Signature	Eugene Nonko
ATTENTION: Intentional misstatements or omission of facts constitute Federal Criminal Violations (See 18 U.S.C. 1001)