MediaAlpha insider plans sale of 36,300 shares under Rule 144

MediaAlpha, Inc. (MAX) insider selling under Rule 144 is disclosed in this notice.

Rhea-AI Filing Summary

MediaAlpha, Inc. (MAX) insider selling under Rule 144 is disclosed in this notice. The filing covers a proposed sale of 36,300 shares of common stock through Charles Schwab & Co., Inc. on the NYSE, with an aggregate market value of $475,098.00. The company reports 56,868,573 shares outstanding of this class.

The seller acquired 16,200 shares on 11/15/2025 via restricted stock lapse as equity compensation and 20,100 shares on 07/30/2021 via capital contribution from MediaAlpha, Inc. Over the prior three months, the same holder completed multiple sales of MediaAlpha stock in blocks of 12,100 shares between 11/17/2025 and 12/03/2025, with individual trade proceeds ranging from $140,737.00 to $161,869.00.

FAQ

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What does MediaAlpha (MAX) disclose in this Form 144 filing?

The notice discloses a planned sale of 36,300 shares of MediaAlpha, Inc. common stock under Rule 144, to be executed through Charles Schwab & Co., Inc. on the NYSE with an aggregate market value of $475,098.00.

How many MediaAlpha (MAX) shares are outstanding in this filing?

The filing states that there are 56,868,573 shares of MediaAlpha, Inc. common stock outstanding for the class of securities referenced in the planned sale.

How did the seller acquire the MediaAlpha (MAX) shares being sold?

The seller acquired 16,200 shares on 11/15/2025 via a restricted stock lapse as equity compensation, and 20,100 shares on 07/30/2021 through a capital contribution from MediaAlpha, Inc.

What recent MediaAlpha (MAX) stock sales by this holder are reported?

Over the past three months, the holder sold 12,100-share blocks of MediaAlpha, Inc. stock on multiple dates between 11/17/2025 and 12/03/2025, with individual trade proceeds ranging from $140,737.00 to $161,869.00.

Which broker and exchange are involved in the planned MediaAlpha (MAX) share sale?

The planned sale of 36,300 common shares is to be executed through Charles Schwab & Co., Inc., located in Westlake, Texas, with trading on the NYSE.

What does the Rule 144 representation in the MediaAlpha (MAX) notice state?

The person on whose account the securities are to be sold represents by signing that they do not know any material adverse information about MediaAlpha, Inc.'s current or prospective operations that has not been publicly disclosed.

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Accepted by SEC EDGAR 12/08/2025 - 04:17 PM EST 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	36300	475098.00	56868573	12/08/2025	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	11/15/2025	Restricted Stock Lapse	MediaAlpha, Inc.			16200	11/15/2025	Equity Compensation
Common	07/30/2021	Capital Contribution	MediaAlpha, Inc.			20100	07/30/2021	NA

* 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.	11/17/2025	12100	149152.00
Eugene Nonko 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/18/2025	12100	143401.00
Eugene Nonko 700 SOUTH FLOWER STREET SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/19/2025	12100	140737.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/24/2025	12100	144313.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/25/2025	12100	146591.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	11/26/2025	12100	151024.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/01/2025	12100	152517.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/02/2025	12100	152121.00
Eugene Nonko 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017	MediaAlpha, Inc.	12/03/2025	12100	161869.00

144: Remarks and Signature

Remarks	Shares covered by this filing are being sold by Eugene Nonko & O.N.E HOLDINGS LLC and may be sold over various dates.
Date of Notice	12/08/2025
Date of Plan Adoption or Giving of Instruction, If Relying on Rule 10b5-1	08/13/2025
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)