X0609 4 2026-04-20 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 2026-04-20 4 S 0 24529 10.0538 D 1030528 D Class A Common Stock 2026-04-21 4 S 0 15172 10.0881 D 1015356 D Class A Common Stock 2026-04-20 4 S 0 49844 10.0449 D 1329099 I By O.N.E. Holdings,LLC Class A Common Stock 2026-04-21 4 S 0 22274 10.0687 D 1306825 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 $10.00 to $10.22 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 $10.00 to $10.205 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 $10.00 to $10.20 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 2026-04-22