MediaAlpha director Nonko sells 30,103 shares

The Rule 10b5-1 plan was previously adopted primarily to cover taxes resulting from the vesting of RSUs.

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Rhea-AI Filing Summary

MediaAlpha, Inc. director Eugene Nonko reported sales totaling 30,103 shares of Class A Common Stock from October 26 through October 28, 2026. The transactions included direct sales by Nonko and indirect sales through O.N.E. Holdings, LLC. All reported sales were effected pursuant to a Rule 10b5-1 trading plan Nonko had previously adopted.

Insider Trade Summary 10b5-1

Net Seller: 30,103 shares

Net Sell 6 txns

Insider Nonko Eugene

Role Director

Sold 30,103 shs ($355K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock ^{F1, F4}	1,940	$11.6293	$23K
Sale	Class A Common Stock ^{F1, F7}	7,273	$11.6266	$85K
Sale	Class A Common Stock ^{F1, F3}	3,394	$11.9212	$40K
Sale	Class A Common Stock ^{F1, F6}	8,283	$11.8489	$98K
Sale	Class A Common Stock ^{F1, F2}	1,940	$11.8286	$23K
Sale	Class A Common Stock ^{F1, F5}	7,273	$11.8302	$86K

Holdings After Transaction: Class A Common Stock — 784,526 shares (Direct); Class A Common Stock — 789,901 shares (Indirect, By O.N.E. Holdings,LLC)

Footnotes (7)

F1. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily 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 $11.665 to $11.975 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.
F3. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.63 to $12.12 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 $11.53 to $11.72 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 $11.65 to $11.98 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 $11.62 to $12.185 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.
F7. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.52 to $11.73 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.

Key Figures

Reported shares sold: 30,103 shares Direct sale and weighted-average sale price: 1,940 shares; $11.8286 per share Indirect sale through O.N.E. Holdings, LLC and weighted-average sale price: 7,273 shares; $11.8302 per share +4 more

7 metrics

Reported shares sold 30,103 shares Total reported sales from October 26 through October 28, 2026

Direct sale and weighted-average sale price 1,940 shares; $11.8286 per share October 26, 2026

Indirect sale through O.N.E. Holdings, LLC and weighted-average sale price 7,273 shares; $11.8302 per share October 26, 2026

Direct sale and weighted-average sale price 3,394 shares; $11.9212 per share October 27, 2026

Indirect sale through O.N.E. Holdings, LLC and weighted-average sale price 8,283 shares; $11.8489 per share October 27, 2026

Direct sale and weighted-average sale price 1,940 shares; $11.6293 per share October 28, 2026

Indirect sale through O.N.E. Holdings, LLC and weighted-average sale price 7,273 shares; $11.6266 per share October 28, 2026

Key Terms

Rule 10b5-1 trading plan, weighted-average sale price, RSUs

3 terms

Rule 10b5-1 trading plan regulatory

"pursuant to a Rule 10b5-1 trading plan"

A Rule 10b5-1 trading plan is a pre-arranged schedule that allows company insiders to buy or sell stock at specific times, even if they have inside information. It helps prevent accusations of unfair trading by making these transactions look planned and transparent, rather than sneaky or illegal.

weighted-average sale price financial

"Reflects the weighted-average sale price"

RSUs financial

"resulting from the vesting of RSUs"

RSUs, or restricted stock units, are a form of company shares given to employees as part of their compensation. They are typically awarded with certain restrictions, such as a waiting period before they can be fully owned or sold, similar to earning a gift that becomes fully yours over time. For investors, RSUs can impact a company's stock offerings and reflect how much the company relies on stock-based incentives to attract and retain talent.

FAQ

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

What were Eugene Nonko’s MAX sale prices?

The six reported weighted-average sale prices were: on October 26, 2026, 1,940 direct shares at $11.8286 and 7,273 indirect shares reported through O.N.E. Holdings, LLC at $11.8302; on October 27, 2026, 3,394 direct shares at $11.9212 and 8,283 indirect shares through the LLC at $11.8489; on October 28, 2026, 1,940 direct shares at $11.6293 and 7,273 indirect shares through the LLC at $11.6266 per share.

Why was Eugene Nonko’s MAX trading plan adopted?

The Rule 10b5-1 trading plan was previously adopted primarily to cover taxes resulting from the vesting of RSUs.

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

Form 4 Insider Transactions: What Each Field Means →

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Available on EDGAR 10/28/2026 - 09:16 PM EDT Accepted by SEC EDGAR 10/28/2026 - 09:16 PM EDT

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^*

Nonko Eugene

(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)

X	Director	10% Owner
	Officer (give title below)	Other (specify below)

2a. Foreign Trading Symbol

3. Date of Earliest Transaction (Month/Day/Year)
10/26/2026

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)
1. Title of Security (Instr. 3)	2. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	Code	V	Amount	(A) or (D)	Price		6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	7. Nature of Indirect Beneficial Ownership (Instr. 4)
Class A Common Stock	10/26/2026		S⁽¹⁾		1,940	D	$11.8286⁽²⁾	789,860	D
Class A Common Stock	10/27/2026		S⁽¹⁾		3,394	D	$11.9212⁽³⁾	786,466	D
Class A Common Stock	10/28/2026		S⁽¹⁾		1,940	D	$11.6293⁽⁴⁾	784,526	D
Class A Common Stock	10/26/2026		S⁽¹⁾		7,273	D	$11.8302⁽⁵⁾	805,457	I	By O.N.E. Holdings,LLC
Class A Common Stock	10/27/2026		S⁽¹⁾		8,283	D	$11.8489⁽⁶⁾	797,174	I	By O.N.E. Holdings,LLC
Class A Common Stock	10/28/2026		S⁽¹⁾		7,273	D	$11.6266⁽⁷⁾	789,901	I	By O.N.E. Holdings,LLC

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)
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)	Code	V	(A)	(D)	Date Exercisable	Expiration Date	Title	Amount or Number of Shares	8. Price of Derivative Security (Instr. 5)		10. Ownership Form: Direct (D) or Indirect (I) (Instr. 4)	11. Nature of Indirect Beneficial Ownership (Instr. 4)

Explanation of Responses:

1. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs.

2. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.665 to $11.975 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.

3. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.63 to $12.12 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.

4. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.53 to $11.72 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.

5. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.65 to $11.98 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.

6. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.62 to $12.185 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.

7. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $11.52 to $11.73 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.

Remarks:

	/s/ Jeffrey B. Coyne	10/28/2026
	** 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)

Source: View Original Filing on SEC EDGAR