MediaAlpha (MAX) CRO sells 10,000 shares under 10b5-1 plan

Rhea-AI Filing Summary

MediaAlpha, Inc. reported that its Chief Revenue Officer sold 10,000 shares of Class A Common Stock on 12/15/2025 in an open-market transaction coded as a sale. The weighted-average sale price was $12.8304 per share, with individual trades executed between $12.74 and $12.975 per share.

The sales were made pursuant to a previously adopted Rule 10b5-1 trading plan to cover taxes resulting from the vesting of restricted stock units. After these transactions, the officer beneficially owns 187,169 shares of MediaAlpha Class A Common Stock, held directly.

Insider Trade Summary

Net Seller: 10,000 shares ($128,304)

Net Sell 1 txn

Insider Cramer Keith

Role Chief Revenue Officer

Sold 10,000 shs ($128K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	10,000	$12.8304	$128K

Holdings After Transaction: Class A Common Stock — 187,169 shares (Direct)

Footnotes (1)

1. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person to cover taxes resulting from the vesting of RSUs. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.74 to $12.975 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.

Form 4 Insider Transactions: What Each Field Means →

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).

X

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^*

Cramer Keith

(Last) (First) (Middle)

C/O MEDIAALPHA, INC.

700 SOUTH FLOWER STREET, SUITE 640

(Street)

LOS ANGELES CA 90017

(City) (State) (Zip)

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)
	Chief Revenue Officer

3. Date of Earliest Transaction (Month/Day/Year)
12/15/2025

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

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

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

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	12/15/2025		S(1)		10,000	D	$12.8304(2)	187,169	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. The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person 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 $12.74 to $12.975 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.

Remarks:

	/s/ Jeffrey B. Coyne	12/17/2025
	** 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.

FAQ

What insider transaction did MediaAlpha (MAX) disclose in this filing?

MediaAlpha disclosed that its Chief Revenue Officer sold 10,000 shares of Class A Common Stock on 12/15/2025 in a sale transaction, as reported in Table I of the form.

Were the MediaAlpha (MAX) insider sales made under a Rule 10b5-1 trading plan?

Yes. The explanation states that the sales were effected pursuant to a previously adopted Rule 10b5-1 trading plan established by the reporting person to cover taxes resulting from the vesting of RSUs.

At what prices did the MediaAlpha (MAX) insider sell shares?

The filing reports a weighted-average sale price of $12.8304 per share. Footnote disclosure adds that the shares were sold in multiple transactions at prices ranging from $12.74 to $12.975 per share.

How many MediaAlpha (MAX) shares does the officer own after the reported sale?

Following the reported transaction, the officer beneficially owns 187,169 shares of MediaAlpha Class A Common Stock, held in direct ownership.

What is the reporting person’s relationship to MediaAlpha (MAX)?

The reporting person is identified as an officer of MediaAlpha, Inc., with the title Chief Revenue Officer, and the form indicates it is filed by one reporting person.

Why were the MediaAlpha (MAX) shares sold according to the filing?

The explanation of responses notes that the sales were made under a Rule 10b5-1 trading plan that was adopted by the reporting person to cover taxes resulting from the vesting of restricted stock units (RSUs).