MediaAlpha, Inc.: director Nonko Eugene sold 27,639 shares

What happened Nonko Eugene, a director, sold a total of 27,639 shares of MediaAlpha common stock in open-market transactions on Oct 19, Oct 20 and Oct 21, 2026 for aggregate proceeds of $319,859. The filing reports these individual transactions:

• Oct 19, 2026: 1,940 shares at $11.39 for $22,091; 7,273 shares at $11.39 for $82,826.
• Oct 20, 2026: 1,940 shares at $11.62 for $22,539; 7,273 shares at $11.72 for $85,267.
• Oct 21, 2026: 1,940 shares at $11.63 for $22,571; 7,273 shares at $11.63 for $84,565.

Key details

• Transaction dates and prices: Oct 19, Oct 20, Oct 21, 2026; per-share prices reported above and aggregate proceeds $319,859.
• Shares owned after the transaction: not reported in the filing.
• Footnotes in the filing: F1 states the sales were effected pursuant to a Rule 10b5-1 trading plan primarily to cover taxes from the vesting of RSUs. F2–F6 reflect weighted-average sale prices and price ranges: F2 $11.23–$11.58; F3 $11.445–$11.91; F4 $11.59–$11.72; F5 $11.23–$11.59; F6 $11.40–$11.91. The reporting person offers to provide a full per-price breakdown upon request by the SEC staff, the issuer, or a security holder.
• Filing timeliness: Form 4 filed on Oct 21, 2026; the filing does not indicate a late-filed flag.

Why it may matter

• The filing states the sales were executed under a Rule 10b5-1 trading plan and were primarily to cover taxes from RSU vesting. This is a market sale, not a gift or an option exercise. This filing does not show why the insider traded or why the company acted.