X0508 4 2026-02-15 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 1 Class A Common Stock 2026-02-15 4 M 0 5210 0 A 182379 D Class A Common Stock 2026-02-15 4 M 0 5303 0 A 187682 D Class A Common Stock 2026-02-15 4 M 0 4472 0 A 192154 D Class A Common Stock 2026-02-17 4 S 0 10000 7.1599 D 182154 D Restricted Stock Units 2026-02-15 4 M 0 5210 0 D Class A Common Stock 5210 0 D Restricted Stock Units 2026-02-15 4 M 0 5303 0 D Class A Common Stock 5303 21213 D Restricted Stock Units 2026-02-15 4 M 0 4472 0 D Class A Common Stock 4472 35775 D One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit ("RSU"). The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person primarily 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 $7.09 to $7.29 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. 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 2026-02-17