Did O.N.E. Holdings, LLC participate in the MediaAlpha (MAX) share sales?

Yes. Of the 23,202 shares sold, 20,001 were sold indirectly through O.N.E. Holdings, LLC. The remaining 3,201 shares came from Eugene Nonko’s direct holdings. The filing classifies the O.N.E. Holdings position as indirect ownership of MediaAlpha Class A Common Stock.

MediaAlpha (MAX) director sells 23K shares under tax-focused 10b5-1 plan

Filing Impact

(Moderate)

Filing Sentiment

(Negative)

Form Type

Rhea-AI Filing Summary

MediaAlpha, Inc. director Eugene Nonko reported selling a total of 23,202 shares of Class A Common Stock. The sales occurred on June 10, 2026 in open-market transactions at weighted-average prices around $10 per share, across price ranges from $10.00 to $10.05.

The transactions included 20,001 shares sold indirectly through O.N.E. Holdings, LLC and 3,201 shares sold from his direct holdings. These trades were executed under a pre-arranged Rule 10b5-1 trading plan primarily to cover taxes from vesting restricted stock units, and Nonko continues to hold 1,227,273 shares indirectly and 956,574 shares directly.

Insider Trade Summary 10b5-1

Net Seller: 23,202 shares ($232,048)

Net Sell 2 txns

Insider Nonko Eugene

Role null

Sold 23,202 shs ($232K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock	3,201	$10.0012	$32K
Sale	Class A Common Stock	20,001	$10.0012	$200K

Holdings After Transaction: Class A Common Stock — 956,574 shares (Direct, null); Class A Common Stock — 1,227,273 shares (Indirect, By O.N.E. Holdings,LLC)

Footnotes (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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.00 to $10.005 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $10.00 to $10.05 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

Shares sold total: 23,202 shares Indirect shares sold: 20,001 shares Direct shares sold: 3,201 shares +3 more

6 metrics

Shares sold total 23,202 shares Open-market sales on June 10, 2026

Indirect shares sold 20,001 shares Sold through O.N.E. Holdings, LLC

Direct shares sold 3,201 shares Sold from direct holdings

Post-sale indirect holdings 1,227,273 shares Indirectly held after transactions

Post-sale direct holdings 956,574 shares Directly held after transactions

Weighted-average sale price $10.0012 per share Class A Common Stock open-market sales

Key Terms

Rule 10b5-1 trading plan, RSUs, weighted-average sale price, Class A Common Stock

4 terms

Rule 10b5-1 trading plan financial

"sales were effected pursuant to a Rule 10b5-1 trading plan previously adopted"

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.

RSUs financial

"primarily to cover taxes 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.

weighted-average sale price financial

"Reflects the weighted-average sale price for shares sold in multiple transactions"

Class A Common Stock financial

"security_title: Class A Common Stock in the non-derivative transactions"

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.

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Form 4 Insider Transactions: What Each Field Means →

06/12/2026 - 04:51 PM

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)
06/10/2026

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	06/10/2026		S⁽¹⁾		3,201	D	$10.0012⁽²⁾	956,574	D
Class A Common Stock	06/10/2026		S⁽¹⁾		20,001	D	$10.0012⁽³⁾	1,227,273	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 $10.00 to $10.005 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 $10.00 to $10.05 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	06/12/2026
	** 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

FAQ

What insider transaction did MediaAlpha (MAX) director Eugene Nonko report?

Eugene Nonko reported selling 23,202 shares of MediaAlpha Class A Common Stock. The sales were open-market transactions on June 10, 2026, executed under a Rule 10b5-1 trading plan primarily to address tax obligations from vesting restricted stock units.

At what prices did Eugene Nonko sell MediaAlpha (MAX) shares?

The reported MediaAlpha share sales used weighted-average prices around $10 per share. Footnotes state transactions occurred in ranges of $10.00 to $10.005 and $10.00 to $10.05 per share, with detailed price breakdowns available upon request from the reporting person.

How many MediaAlpha (MAX) shares does Eugene Nonko hold after these sales?

After the June 10, 2026 sales, Eugene Nonko holds 1,227,273 MediaAlpha shares indirectly through O.N.E. Holdings, LLC and 956,574 shares directly. These post-transaction balances show he retains a substantial equity position in the company despite the reported open-market sales.

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

Yes. The filing states the sales were effected under a previously adopted Rule 10b5-1 trading plan. The plan was established primarily to cover taxes associated with the vesting of restricted stock units, indicating the timing of sales was pre-arranged rather than discretionary.