Notice of Proposed Sale · 144

MediaAlpha, Inc.

MAXNYSEEQUITYCurrent

Notice of Proposed Sale

Filed Jul 1, 2026Accepted Jul 1, 2026, 5:01 PM EDTFiling CIK 1818383Accession 0001921094-26-000704

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Structured filing — 144

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Notice of proposed sale. The proposed amounts below do not establish that a sale occurred.

Proposed-sale notice

Issuer: MediaAlpha, Inc.
Issuer CIK: 0001818383
SEC file number: 001-39671
Phone: 619-393-9368
Person for whose account securities are to be sold: Yi Steven
Relationships to issuer: Officer · Director
Street: 700 SOUTH FLOWER STREET
Street (continued): SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Securities proposed for sale

Securities proposed for sale · 1 reported row
Security	Proposed units	Aggregate market value	Units outstanding	Approximate sale date	Exchange	Broker / market maker
Common	96,000	1,238,671.00	54,062,155	07/01/2026	NYSE	Charles Schwab & Co., Inc.

Broker / market maker — proposed row 1, entry 1

Name: Charles Schwab & Co., Inc.
Street: 3000 Schwab Way
City: Westlake
State / country code: TX
Postal code: 76262

Acquisition of securities to be sold

Acquisition of securities to be sold · 2 reported rows
Security	Acquired	Nature of acquisition	Acquired from	Amount acquired	Gift transaction	Payment date	Nature of payment
Common	10/30/2021	Restricted Stock Lapse	MediaAlpha, Inc.	75,883	N	10/30/2021	Equity Compensation
Common	08/15/2024	Restricted Stock Lapse	MediaAlpha, Inc.	20,117	N	08/15/2024	Equity Compensation

Sales reported in the preceding three months

Sales reported in the preceding three months · 17 reported rows
Seller	Security	Sale date	Amount sold	Gross proceeds
Steven Yi	MediaAlpha, Inc	04/01/2026	4,000	36,587.00
Steven Yi	MediaAlpha, Inc	04/06/2026	4,000	37,365.00
Steven Yi	MediaAlpha, Inc	04/07/2026	4,000	37,843.00
Steven Yi	MediaAlpha, Inc	04/08/2026	4,000	39,128.00
Steven Yi	MediaAlpha, Inc	04/13/2026	4,000	36,279.00
Steven Yi	MediaAlpha, Inc	04/14/2026	4,000	37,881.00
Steven Yi	MediaAlpha, Inc	04/15/2026	4,000	38,732.00
Steven Yi	MediaAlpha, Inc	04/20/2026	28,543	287,013.00
Steven Yi	MediaAlpha, Inc	04/21/2026	16,047	161,670.00
Steven Yi	MediaAlpha, Inc	04/22/2026	4,000	39,503.00
Steven Yi	MediaAlpha, Inc	04/27/2026	33,663	336,238.00
Steven Yi	MediaAlpha, Inc	04/28/2026	6,565	65,650.00
Steven Yi	MediaAlpha, Inc	04/29/2026	26,739	267,289.00
Steven Yi	MediaAlpha, Inc	05/04/2026	4,000	36,200.00
Steven Yi	MediaAlpha, Inc	05/05/2026	4,000	35,720.00
Steven Yi	MediaAlpha, Inc	05/06/2026	4,000	36,545.00
Steven Yi	MediaAlpha, Inc	06/16/2026	24,000	240,176.00

Seller — prior-sale row 1, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 2, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 3, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 4, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 5, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 6, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 7, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 8, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 9, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 10, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 11, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 12, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 13, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 14, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 15, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 16, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

Seller — prior-sale row 17, entry 1

Name: Steven Yi
Street: 700 SOUTH FLOWER STREET, SUITE 640
City: LOS ANGELES
State / country code: CA
Postal code: 90017

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