MediaAlpha (MAX) withholds 14K GC shares for vesting RSU taxes

Rhea-AI Filing Summary

MediaAlpha, Inc. executive Jeffrey B. Coyne, General Counsel and Secretary, reported four code F transactions in Class A Common Stock on 2026-08-15. A total of 14,182 shares were withheld at $13.17 per share to cover required tax withholding obligations upon settlement of previously reported restricted stock units. These are non-market dispositions for tax purposes rather than open-market sales.

Insider Trade Summary

Net Seller: 14,182 shares

Net Sell 4 txns

Insider COYNE JEFFREY B

Role GENERAL COUNSEL AND SECRETARY

Type	Security	Shares	Price	Value
Tax Withholding	Class A Common Stock F1	2,187	$13.17	$29K
Tax Withholding	Class A Common Stock F1	2,542	$13.17	$33K
Tax Withholding	Class A Common Stock F1	5,224	$13.17	$69K
Tax Withholding	Class A Common Stock F1	4,229	$13.17	$56K

Holdings After Transaction: Class A Common Stock — 577,582 shares (Direct)

Footnotes (1)

1. F1. Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of restricted stock units previously reported in Table I as Class A Common Stock.

Key Figures

Shares withheld for taxes (total): 14,182 shares Withheld lot 1: 2,187 shares Withheld lot 2: 2,542 shares +3 more

6 metrics

Shares withheld for taxes (total) 14,182 shares Aggregate Class A Common Stock withheld on 2026-08-15 for tax withholding obligations

Withheld lot 1 2,187 shares Code F disposition of Class A Common Stock on 2026-08-15 for tax withholding

Withheld lot 2 2,542 shares Code F disposition of Class A Common Stock on 2026-08-15 for tax withholding

Withheld lot 3 5,224 shares Code F disposition of Class A Common Stock on 2026-08-15 for tax withholding

Withheld lot 4 4,229 shares Code F disposition of Class A Common Stock on 2026-08-15 for tax withholding

Reference price per share $13.17 Per-share value used for each Class A Common Stock withholding entry

Key Terms

restricted stock units, tax withholding obligations, Class A Common Stock, code F

4 terms

restricted stock units financial

"settlement of restricted stock units previously reported in Table I as Class A Common Stock"

Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.

tax withholding obligations financial

"shares withheld automatically by the Issuer to cover required tax withholding obligations"

Class A Common Stock financial

"Represents shares withheld automatically by the Issuer to cover required tax withholding"

Class A common stock is a category of a company’s shares that carries a specific set of ownership rights—most commonly defined voting power and claims on dividends—set out in the company’s charter. For investors it matters because the class determines how much influence you have over corporate decisions, the share’s likely dividend and trading behavior, and how it compares in value to other share classes, like choosing a particular seat with different privileges at the company’s decision-making table.

code F financial

"transaction_code": "F","transaction_type": "non-derivative""

FAQ

What did MediaAlpha (MAX) report about Jeffrey B. Coyne’s recent Form 4 transactions?

MediaAlpha reported that Jeffrey B. Coyne had 14,182 Class A shares withheld on 2026-08-15 to satisfy tax withholding obligations from vesting restricted stock units, at a reference value of $13.17 per share.

Were the MediaAlpha (MAX) Form 4 transactions by Jeffrey B. Coyne open-market sales?

No. The Form 4 states the code F transactions represent shares withheld automatically by MediaAlpha to cover required tax withholding obligations at RSU settlement, not discretionary open-market sales of Class A Common Stock.

How many MediaAlpha (MAX) shares were withheld for Jeffrey B. Coyne’s tax obligations?

In total, 14,182 Class A Common Stock shares were withheld: 2,187, 2,542, 5,224, and 4,229 shares in four separate code F entries, each tied to tax withholding obligations on RSU settlement.

What price per share is referenced in Jeffrey B. Coyne’s MediaAlpha (MAX) Form 4 entries?

Each of the four Form 4 entries uses a reference price of $13.17 per share for the Class A Common Stock withheld to cover tax withholding obligations upon settlement of restricted stock units.

Are Jeffrey B. Coyne’s MediaAlpha (MAX) Form 4 transactions under a Rule 10b5-1 plan?

The Form 4 indicates the Rule 10b5-1 checkbox is not affirmatively marked. The transactions are characterized as shares withheld automatically to satisfy tax obligations on vesting RSUs, rather than as sales under a trading plan.

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Form 4 Insider Transactions: What Each Field Means →

Available on EDGAR 08/17/2026 - 09:54 PM Accepted by SEC EDGAR 08/17/2026 - 09:53 PM Learn about SEC filing dates

SEC Form 4

FORM 4

UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP

Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934
or Section 30(h) of the Investment Company Act of 1940

OMB APPROVAL

OMB Number:			3235-0287
Estimated average burden
hours per response:			0.5

Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

Check this box to indicate that a 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). See Instruction 10.

1. Name and Address of Reporting Person^*

COYNE JEFFREY B

(Last) (First) (Middle)

C/O MEDIAALPHA, INC.

700 SOUTH FLOWER STREET, SUITE 640

(Street)

LOS ANGELES CALIFORNIA 90017

(City) (State) (Zip)

UNITED STATES

(Country)

2. Issuer Name and Ticker or Trading Symbol
MediaAlpha, Inc. [ MAX ]

5. Relationship of Reporting Person(s) to Issuer
(Check all applicable)

	Director		10% Owner
X	Officer (give title below)		Other (specify below)
	GENERAL COUNSEL AND SECRETARY

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
08/15/2026

6. Individual or Joint/Group Filing (Check Applicable Line)

X	Form filed by One Reporting Person
	Form filed by More than One Reporting Person

4. If Amendment, Date of Original Filed (Month/Day/Year)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction Code (Instr. 8)		4. Securities Acquired (A) or Disposed Of (D) (Instr. 3, 4 and 5)			5. Amount of Securities Beneficially Owned Following Reported Transaction(s) (Instr. 3 and 4)	6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
			Code	V	Amount	(A) or (D)	Price
Class A Common Stock	08/15/2026		F		2,187(1)	D	$13.17	589,577	D
Class A Common Stock	08/15/2026		F		2,542(1)	D	$13.17	587,035	D
Class A Common Stock	08/15/2026		F		5,224(1)	D	$13.17	581,811	D
Class A Common Stock	08/15/2026		F		4,229(1)	D	$13.17	577,582	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction Code (Instr. 8)		5. Number of Derivative Securities Acquired (A) or Disposed of (D) (Instr. 3, 4 and 5)		6. Date Exercisable and Expiration Date (Month/Day/Year)		7. Title and Amount of Securities Underlying Derivative Security (Instr. 3 and 4)		8. Price of Derivative Security (Instr. 5)	9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)	10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)
				Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares

Explanation of Responses:

1. Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of restricted stock units previously reported in Table I as Class A Common Stock.

Remarks:

	/s/ Jeffrey B. Coyne	08/17/2026
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.
* Form 4: SEC 1474 (03-26)