COYNE JEFFREY B 4

4 · MediaAlpha, Inc. · Filed May 19, 2026

AI-generated summary of this filing

Updated May 19, 2026

MediaAlpha (MAX) GC Jeffrey B. Coyne Sells Shares

What Happened

Jeffrey B. Coyne, General Counsel and Secretary of MediaAlpha (MAX), disposed of a total of 14,231 shares on May 15, 2026 for aggregate proceeds of $114,787. Transactions included four issuer-withheld amounts to cover tax withholding on vested RSUs (9,231 shares at $8.05 each) and an open-market sale of 5,000 shares at an average price of $8.10 ($40,477).

Key Details

Transaction breakdown:
- 1,808 shares withheld @ $8.05 = $14,554 (tax withholding)
- 1,573 shares withheld @ $8.05 = $12,663 (tax withholding)
- 3,233 shares withheld @ $8.05 = $26,026 (tax withholding)
- 2,617 shares withheld @ $8.05 = $21,067 (tax withholding)
- 5,000 shares sold open market @ $8.10 = $40,477 (disposed)
Total shares disposed: 14,231; total proceeds: $114,787.
Footnotes: issuer withheld shares to cover tax obligations on previously reported RSUs (F1); the open-market sale was effected under a Rule 10b5-1 trading plan primarily to cover taxes (F2); weighted-average sale prices for multiple trades ranged $8.025–$8.195 and the filer will provide per-price details on request (F3).
Filing timeliness: Transaction dated May 15, 2026; Form 4 filed May 19, 2026 — appears to be timely (filed within the two business-day SEC window).

Context

These were dispositions, not purchases. The majority (9,231 shares) were shares withheld by the issuer to satisfy tax-withholding obligations when RSUs vested (a routine administrative step). The 5,000-share sale was carried out under a pre-established Rule 10b5-1 plan, which typically indicates the trades were scheduled in advance and are not necessarily a contemporaneous signal of the insider’s view. Shares owned after the transactions were not provided in the excerpt of the filing.

Form 4

Period: 2026-05-15

GENERAL COUNSEL AND SECRETARY

Transactions

Tax Payment
Class A Common Stock
[F1]
2026-05-15$8.05/sh−1,808$14,554→ 604,187 total
Tax Payment
Class A Common Stock
[F1]
2026-05-15$8.05/sh−1,573$12,663→ 602,614 total
Tax Payment
Class A Common Stock
[F1]
2026-05-15$8.05/sh−3,233$26,026→ 599,381 total
Tax Payment
Class A Common Stock
[F1]
2026-05-15$8.05/sh−2,617$21,067→ 596,764 total
Sale
Class A Common Stock
[F2][F3]
2026-05-15$8.10/sh−5,000$40,477→ 591,764 total

Footnotes (3)

[F1]Represents shares withheld automatically by the Issuer to cover required tax withholding obligations due at settlement of restricted stock units previously reported in Table I as Class A Common Stock.
[F2]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.
[F3]Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $8.025 to $8.195 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.

Signature

/s/ Jeffrey B. Coyne|2026-05-19

1 file