X0508 4 2025-12-08 0 0001818383 MediaAlpha, Inc. MAX 0001830016 Nonko Eugene C/O MEDIAALPHA, INC. 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017 1 0 0 0 1 Class A Common Stock 2025-12-08 4 S 0 5400 13.0913 D 1073848 D Class A Common Stock 2025-12-09 4 S 0 5400 13.3253 D 1068448 D Class A Common Stock 2025-12-10 4 S 0 5400 13.4985 D 1063048 D Class A Common Stock 2025-12-08 4 S 0 6700 13.0881 D 1636520 I By O.N.E. Holdings,LLC Class A Common Stock 2025-12-09 4 S 0 6700 13.3232 D 1629820 I By O.N.E. Holdings,LLC Class A Common Stock 2025-12-10 4 S 0 6700 13.4943 D 1623120 I By O.N.E. Holdings,LLC The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person to cover taxes resulting from the vesting of RSUs. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.89 to $13.16 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.11 to $13.56 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.31 to $13.76 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.89 to $13.18 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. Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $12.97 to $13.56 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. /s/ Jeffrey B. Coyne 2025-12-10