Were Eugene Nonko’s MediaAlpha (MAX) share sales under a Rule 10b5-1 plan?

Yes. A footnote states the sales were effected under a Rule 10b5-1 trading plan previously adopted by Eugene Nonko primarily to cover taxes from RSU vesting.

MediaAlpha director sells shares under 10b5-1 plan

Q: What did MediaAlpha (MAX) disclose about Eugene Nonko in this Form 4?

MediaAlpha (MAX) reported that director Eugene Nonko sold 34,461 shares of Class A common stock in multiple open-market transactions on August 10–12, 2026, including both direct and indirect holdings.

Q: How many MediaAlpha (MAX) shares did Eugene Nonko sell and over what dates?

Eugene Nonko sold a total of 34,461 shares of MediaAlpha Class A common stock across six transactions executed on August 10, 11, and 12, 2026, as reflected in the Form 4 filing.

Q: At what prices were Eugene Nonko’s MediaAlpha (MAX) shares sold?

The reported per-share prices range from about $12.78 to $13.57, with each price shown as a weighted-average sale price for multiple trades within intraday ranges detailed in the footnotes.

Q: Did Eugene Nonko sell MediaAlpha (MAX) shares directly or through an entity?

Sales were both direct and indirect. Some shares were held directly by Eugene Nonko, while others were sold from an indirect holding described as "By O.N.E. Holdings, LLC".

Q: How many sell transactions did the MediaAlpha (MAX) Form 4 report for Eugene Nonko?

The Form 4 transaction summary shows six sale transactions, all involving non-derivative Class A common stock, resulting in net-sell activity of 34,461 shares.

MediaAlpha, Inc. director Eugene Nonko reported multiple open-market sales of Class A common stock on August 10–12, 2026, totaling 34,461 shares.

Filing Impact

(Moderate)

Filing Sentiment

(Negative)How Sentiment works

Sentiment and the balance of points

Rhea-AI Sentiment reads the wording of the document, how positive or negative its language is on a 1 to 5 scale. The balance of points shown with the takes weighs what the document actually discloses, so the two can disagree, for example when a trial that missed its main goal is described in upbeat language.

How Sentiment works How the balance works

Form Type

Rhea-AI Filing Summary

MediaAlpha, Inc. director Eugene Nonko reported multiple open-market sales of Class A common stock on August 10–12, 2026, totaling 34,461 shares. The trades included both directly held shares and shares held indirectly through O.N.E. Holdings, LLC. The sales were made under a Rule 10b5-1 trading plan previously adopted primarily to cover taxes from the vesting of RSUs, and the reported prices are weighted-average sale prices for shares sold in multiple transactions within stated intraday price ranges.

Insider Trade Summary 10b5-1

Net Seller: 34,461 shares

Net Sell 6 txns

Insider Nonko Eugene

Role Director

Sold 34,461 shs ($455K)

Type	Security	Shares	Price	Value
Sale	Class A Common Stock ^{F1, F4}	3,282	$12.8851	$42K
Sale	Class A Common Stock ^{F1, F6}	8,205	$12.7808	$105K
Sale	Class A Common Stock ^{F1, F3}	3,282	$13.3562	$44K
Sale	Class A Common Stock ^{F1, F3}	8,205	$13.237	$109K
Sale	Class A Common Stock ^{F1, F2}	3,282	$13.3047	$44K
Sale	Class A Common Stock ^{F1, F5}	8,205	$13.5685	$111K

Holdings After Transaction: Class A Common Stock — 842,400 shares (Direct); Class A Common Stock — 984,164 shares (Indirect, By O.N.E. Holdings,LLC)

Footnotes (6)

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 $13.05 to $13.55 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 $13.07 to $13.525 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 $12.73 to $13.01 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 $13.135 to $13.845 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 $12.605 to $13.025 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

Total shares sold: 34,461 shares Sell transactions count: 6 Shares sold 2026-08-10 (direct): 3,282 shares +5 more

8 metrics

Total shares sold 34,461 shares Aggregate non-derivative Class A common stock sales reported for August 10–12, 2026

Sell transactions count 6 Number of sale transactions in the transaction summary

Shares sold 2026-08-10 (direct) 3,282 shares Class A common stock sold directly on August 10, 2026 at a weighted-average price of $13.3047

Shares sold 2026-08-10 (indirect) 8,205 shares Class A common stock sold indirectly via O.N.E. Holdings, LLC on August 10, 2026 at $13.5685

Shares sold 2026-08-11 (direct) 3,282 shares Direct Class A common stock sales on August 11, 2026 at $13.3562 weighted-average price

Shares sold 2026-08-11 (indirect) 8,205 shares Indirect sales via O.N.E. Holdings, LLC on August 11, 2026 at $13.2370

Shares sold 2026-08-12 (direct) 3,282 shares Direct sales on August 12, 2026 at $12.8851 weighted-average price

Shares sold 2026-08-12 (indirect) 8,205 shares Indirect sales via O.N.E. Holdings, LLC on August 12, 2026 at $12.7808

Key Terms

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

4 terms

Rule 10b5-1 trading plan regulatory

"The sales ... were effected 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.

RSUs financial

"plan previously adopted ... 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"

indirect ownership financial

"ownership_type is indirect with nature of ownership "By O.N.E. Holdings,LLC""

FAQ

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

What did MediaAlpha (MAX) disclose about Eugene Nonko in this Form 4?

MediaAlpha (MAX) reported that director Eugene Nonko sold 34,461 shares of Class A common stock in multiple open-market transactions on August 10–12, 2026, including both direct and indirect holdings.

How many MediaAlpha (MAX) shares did Eugene Nonko sell and over what dates?

Eugene Nonko sold a total of 34,461 shares of MediaAlpha Class A common stock across six transactions executed on August 10, 11, and 12, 2026, as reflected in the Form 4 filing.

At what prices were Eugene Nonko’s MediaAlpha (MAX) shares sold?

The reported per-share prices range from about $12.78 to $13.57, with each price shown as a weighted-average sale price for multiple trades within intraday ranges detailed in the footnotes.

Did Eugene Nonko sell MediaAlpha (MAX) shares directly or through an entity?

Sales were both direct and indirect. Some shares were held directly by Eugene Nonko, while others were sold from an indirect holding described as "By O.N.E. Holdings, LLC".

How many sell transactions did the MediaAlpha (MAX) Form 4 report for Eugene Nonko?

The Form 4 transaction summary shows six sale transactions, all involving non-derivative Class A common stock, resulting in net-sell activity of 34,461 shares.

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

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Available on EDGAR 08/12/2026 - 05:48 PM Accepted by SEC EDGAR 08/12/2026 - 05:47 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)
08/10/2026

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	08/10/2026		S⁽¹⁾		3,282	D	$13.3047⁽²⁾	848,964	D
Class A Common Stock	08/11/2026		S⁽¹⁾		3,282	D	$13.3562⁽³⁾	845,682	D
Class A Common Stock	08/12/2026		S⁽¹⁾		3,282	D	$12.8851⁽⁴⁾	842,400	D
Class A Common Stock	08/10/2026		S⁽¹⁾		8,205	D	$13.5685⁽⁵⁾	1,000,574	I	By O.N.E. Holdings,LLC
Class A Common Stock	08/11/2026		S⁽¹⁾		8,205	D	$13.237⁽³⁾	992,369	I	By O.N.E. Holdings,LLC
Class A Common Stock	08/12/2026		S⁽¹⁾		8,205	D	$12.7808⁽⁶⁾	984,164	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 $13.05 to $13.55 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 $13.07 to $13.525 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 $12.73 to $13.01 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 $13.135 to $13.845 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 $12.605 to $13.025 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	08/12/2026
	** 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