X0609 4 2026-09-14 0 0001818383 MediaAlpha, Inc. MAX 0001830016 Nonko Eugene false C/O MEDIAALPHA, INC. 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017 1 0 0 0 1 Class A Common Stock 2026-09-14 4 S 0 2667 12.034 D 806835 D Class A Common Stock 2026-09-15 4 S 0 1940 11.4802 D 804895 D Class A Common Stock 2026-09-16 4 S 0 1940 11.2511 D 802955 D Class A Common Stock 2026-09-14 4 S 0 7778 11.9575 D 882430 I By O.N.E. Holdings,LLC Class A Common Stock 2026-09-15 4 S 0 7273 11.4861 D 875157 I By O.N.E. Holdings,LLC Class A Common Stock 2026-09-16 4 S 0 7273 11.2379 D 867884 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 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 $11.695 to $12.13 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 $11.43 to $11.57 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 $11.25 to $11.26 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 $11.68 to $12.17 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 $11.43 to $11.545 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 $11.18 to $11.295 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 2026-09-16