SEC Form 4 · accession 0001818383-26-000187
MediaAlpha, Inc. · MAX
Statement of changes in beneficial ownership, as filed. Original on EDGAR ↗
Reporting owner
Eugene Nonko
Director
Period of report
Jul 13, 2026
Accepted (ET)
Jul 15, 2026 · 7:09 pm EDT
Rule 10b5-1 plan
yes — trade under a plan
Issuer CIK
0001818383
Table I — non-derivative securities
| Security | Date | Code | Shares | Price | A/D | Owned after | D/I | Nature of ownership |
|---|---|---|---|---|---|---|---|---|
| Class A Common StockF2 | Jul 13, 2026 | S | 6,622 | $13.8066 | D | 900,478 | D | |
| Class A Common StockF3 | Jul 14, 2026 | S | 4,952 | $13.8528 | D | 895,526 | D | |
| Class A Common StockF4 | Jul 15, 2026 | S | 4,952 | $14.0259 | D | 890,574 | D | |
| Class A Common StockF5 | Jul 13, 2026 | S | 10,843 | $13.7608 | D | 1,108,732 | I | By O.N.E. Holdings,LLC |
| Class A Common StockF6 | Jul 14, 2026 | S | 9,524 | $13.9028 | D | 1,099,208 | I | By O.N.E. Holdings,LLC |
| Class A Common StockF7 | Jul 15, 2026 | S | 9,524 | $14.1406 | D | 1,089,684 | I | By O.N.E. Holdings,LLC |
Table II — derivative securities
No Table II lines on this filing.
Explanation of responses
- F1The 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.
- F2Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.41 to $14.04 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.
- F3Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.67 to $14.00 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.
- F4Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.87 to $14.305 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.
- F5Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.445 to $14.055 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.
- F6Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.69 to $14.055 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.
- F7Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $13.88 to $14.31 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.