SEC Form 4 · accession 0001818383-26-000238
MediaAlpha, Inc. · MAX
Statement of changes in beneficial ownership, as filed. Original on EDGAR ↗
Reporting owner
Eugene Nonko
Director
Period of report
Sep 14, 2026
Accepted (ET)
Sep 16, 2026 · 6:36 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 | Sep 14, 2026 | S | 2,667 | $12.034 | D | 806,835 | D | |
| Class A Common StockF3 | Sep 15, 2026 | S | 1,940 | $11.4802 | D | 804,895 | D | |
| Class A Common StockF4 | Sep 16, 2026 | S | 1,940 | $11.2511 | D | 802,955 | D | |
| Class A Common StockF5 | Sep 14, 2026 | S | 7,778 | $11.9575 | D | 882,430 | I | By O.N.E. Holdings,LLC |
| Class A Common StockF6 | Sep 15, 2026 | S | 7,273 | $11.4861 | D | 875,157 | I | By O.N.E. Holdings,LLC |
| Class A Common StockF7 | Sep 16, 2026 | S | 7,273 | $11.2379 | D | 867,884 | 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 $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.
- F3Reflects 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.
- F4Reflects 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.
- F5Reflects 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.
- F6Reflects 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.
- F7Reflects 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.