Form 4: MediaAlpha Director Eugene Nonko Executes Stock Sale

Director Eugene Nonko sold 23,202 shares of MediaAlpha, Inc. Class A Common Stock to cover tax obligations related to RSU vesting.

Summary

• Director Eugene Nonko sold a total of 23,202 shares of MediaAlpha, Inc. (MAX) Class A Common Stock on June 10, 2026.
• The sales were executed under a pre-established Rule 10b5-1 trading plan.
• 3,201 shares were sold directly at a weighted-average price of $10.0012.
• 20,001 shares held indirectly by O.N.E. Holdings, LLC were sold at a weighted-average price of $10.0012.
• The transactions were conducted primarily to satisfy tax withholding obligations resulting from the vesting of Restricted Stock Units (RSUs).

Sentiment

Score: 5

Explanation: StockSavvy.ai views this as a neutral event, as the sale was clearly identified as a routine tax-related transaction executed under a pre-existing 10b5-1 plan.

Positives

• The sale was conducted via a pre-planned Rule 10b5-1 trading plan, indicating the transaction was not based on non-public information.

Negatives

• The transaction represents a reduction in the director's direct and indirect equity stake in the company.

Risks

• Insider selling can sometimes be perceived negatively by the market, potentially impacting short-term investor sentiment.

Future Outlook

No specific forward-looking guidance regarding company operations was provided in this filing.

Management Comments

• 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.

Industry Context

StockSavvy.ai notes that insider sales to cover tax obligations upon RSU vesting are standard corporate practice and generally do not reflect a change in management's outlook on the company's long-term prospects.

Comparison to Industry Standards

• The use of Rule 10b5-1 plans is the industry standard for corporate insiders to manage equity holdings and tax liabilities while avoiding potential conflicts with insider trading regulations.

Stakeholder Impact

• Minimal impact expected as the transaction was pre-planned and related to tax obligations.

Next Steps

• No future actions or milestones were disclosed in this filing.

Key Dates

Keywords

MediaAlpha, MAX, Insider Trading, Form 4, Equity, Director, Rule 10b5-1