Notice of Proposed Sale · 144

MediaAlpha, Inc.

MAXNYSEEQUITYCurrent

Notice of Proposed Sale

Filed Jul 6, 2026Accepted Jul 6, 2026, 5:32 PM EDTFiling CIK 1818383Accession 0001921094-26-000716

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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: Nonko Eugene
Relationships to issuer: 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	827,874	11,488,407.00	54,062,155	07/06/2026	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	07/30/2022	Capital Contribution - See Remarks	MediaAlpha, Inc.	581,574	N	07/30/2022	NA
Common	10/30/2023	Restricted Stock Lapse - See Remarks	MediaAlpha, Inc.	246,300	N	10/23/2023	Equity Compensation

Sales reported in the preceding three months

Sales reported in the preceding three months · 14 reported rows
Seller	Security	Sale date	Amount sold	Gross proceeds
Eugene Nonko	MediaAlpha, Inc	04/20/2026	74,373	774,285.00
Eugene Nonko	MediaAlpha, Inc	04/21/2026	37,446	377,327.00
Eugene Nonko	MediaAlpha, Inc	04/27/2026	55,485	104,016.00
Eugene Nonko	MediaAlpha, Inc	04/28/2026	7,153	71,533.00
Eugene Nonko	MediaAlpha, Inc	04/29/2026	52,494	525,317.00
Eugene Nonko	MediaAlpha, Inc	06/10/2026	23,202	232,049.00
Eugene Nonko	MediaAlpha, Inc	06/16/2026	15,468	154,698.00
Eugene Nonko	MediaAlpha, Inc	06/17/2026	7,734	77,388.00
Eugene Nonko	MediaAlpha, Inc	06/22/2026	7,734	78,333.00
Eugene Nonko	MediaAlpha, Inc	06/23/2026	7,734	78,599.00
Eugene Nonko	MediaAlpha, Inc	06/24/2026	7,734	80,931.00
Eugene Nonko	MediaAlpha, Inc	06/29/2026	10,445	124,323.00
Eugene Nonko	MediaAlpha, Inc	06/30/2026	10,445	129,884.00
Eugene Nonko	MediaAlpha, Inc	07/01/2026	13,571	173,610.00

Seller — prior-sale row 1, entry 1

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

Prior-sale reporting

Nothing to report for the preceding three months: N

Remarks

Shares on this filing may be acquired and sold over various dates. Sold by Eugene Nonko & O.N.E HOLDINGS LLC.

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