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Changes in Beneficial Ownership · 4

MediaAlpha, Inc.

MAXNYSEEQUITYCurrent

Changes in Beneficial Ownership

Filed Aug 17, 2026Accepted Aug 17, 2026, 9:53 PM EDTFiling CIK 1818383Accession 0001818383-26-000216

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Structured filing — 4

wk-form4_1787018033.xml

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Filing details

Report period: 2026-08-15
Issuer: MediaAlpha, Inc.
Issuer CIK: 0001818383
Trading symbol: MAX

Reporting owner 1

Name: COYNE JEFFREY B
Reporting owner CIK: 0001213184
Relationship: Officer
Officer title: GENERAL COUNSEL AND SECRETARY
Address: C/O MEDIAALPHA, INC., 700 SOUTH FLOWER STREET, SUITE 640, LOS ANGELES, CA, 90017

Non-derivative transactions

Non-derivative transactions · 4 reported rows
Security	Transaction date	Code	Amount	A / D	Price (USD)	Owned after	Ownership
Class A Common Stock	2026-08-15	F · Form 4	2,187^[F1]	D	13.17	589,577	D
Class A Common Stock	2026-08-15	F · Form 4	2,542^[F1]	D	13.17	587,035	D
Class A Common Stock	2026-08-15	F · Form 4	5,224^[F1]	D	13.17	581,811	D
Class A Common Stock	2026-08-15	F · Form 4	4,229^[F1]	D	13.17	577,582	D

Table key

F · Form 4: Securities delivered or withheld for exercise price or tax liability under Rule 16b-3
D: Direct

Footnotes

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.↩ 1 ↩ 2 ↩ 3 ↩ 4

Signature 1

Signed: /s/ Jeffrey B. Coyne
Date: 2026-08-17

Company context

Current securities

MAXNYSE · EQUITY · Current

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