X0508 4 2025-11-15 0 0001818383 MediaAlpha, Inc. MAX 0001829989 Cramer Keith C/O MEDIAALPHA, INC. 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017 0 1 0 0 Chief Revenue Officer 0 Class A Common Stock 2025-11-15 4 M 0 5209 0 A 187394 D Class A Common Stock 2025-11-15 4 M 0 5303 0 A 192697 D Class A Common Stock 2025-11-15 4 M 0 4472 0 A 197169 D Restricted Stock Units 2025-11-15 4 M 0 5209 0 D Class A Common Stock 5209 5210 D Restricted Stock Units 2025-11-15 4 M 0 5303 0 D Class A Common Stock 5303 26516 D Restricted Stock Units 2025-11-15 4 M 0 4472 0 D Class A Common Stock 4472 40247 D One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU"). Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 25, 2022. One sixteenth of the RSUs vested on May 15, 2022 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2023. One sixteenth of the RSUs vested on May 15, 2023 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date. Represents RSUs granted under the Issuer's Omnibus Equity Incentive Plan on March 15, 2024. One sixteenth of the RSUs vested on May 15, 2024 and the remainder will vest quarterly over the following four years, in each case subject to continued employment with the Issuer through each vesting date. /s/ Jeffrey B. Coyne 2025-11-18