SEC Form 4 · accession 0001818383-26-000193
MediaAlpha, Inc. · MAX
Statement of changes in beneficial ownership, as filed. Original on EDGAR ↗
Reporting owner
Eugene Nonko
Director
Period of report
Jul 20, 2026
Accepted (ET)
Jul 22, 2026 · 7:16 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 20, 2026 | S | 4,952 | $13.8701 | D | 885,622 | D | |
| Class A Common StockF3 | Jul 21, 2026 | S | 4,952 | $14.3317 | D | 880,670 | D | |
| Class A Common StockF4 | Jul 22, 2026 | S | 4,952 | $13.8123 | D | 875,718 | D | |
| Class A Common StockF2 | Jul 20, 2026 | S | 9,524 | $13.8238 | D | 1,080,160 | I | By O.N.E. Holdings,LLC |
| Class A Common StockF5 | Jul 21, 2026 | S | 9,524 | $14.3296 | D | 1,070,636 | I | By O.N.E. Holdings,LLC |
| Class A Common StockF6 | Jul 22, 2026 | S | 9,524 | $13.7127 | D | 1,061,112 | 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 $13.61 to $14.07 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 $14.12 to $14.66 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 $13.475 to $14.12 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 $14.13 to $14.68 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 $13.465 to $14.12 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.