X0609 4 2026-05-15 0 0001818383 MediaAlpha, Inc. MAX 0001213184 COYNE JEFFREY B false C/O MEDIAALPHA, INC. 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017 0 1 0 0 GENERAL COUNSEL AND SECRETARY 1 Class A Common Stock 2026-05-15 4 F 0 1808 8.05 D 604187 D Class A Common Stock 2026-05-15 4 F 0 1573 8.05 D 602614 D Class A Common Stock 2026-05-15 4 F 0 3233 8.05 D 599381 D Class A Common Stock 2026-05-15 4 F 0 2617 8.05 D 596764 D Class A Common Stock 2026-05-15 4 S 0 5000 8.0953 D 591764 D Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of restricted stock units previously reported in Table I as Class A Common Stock. 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 $8.025 to $8.195 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 2026-05-19