MediaAlpha, Inc.

Rule 10b5-1 Trading Plans

Our directors and officers, as defined in Section 16 of the Exchange Act (“Section 16”) may from time to time enter into plans for the purchase or sale of shares of our Class A common stock that are intended to satisfy the affirmative defense conditions of Rule 10b5-1(c) under the Exchange Act.

On August 14, 2025, Steve Yi, our Chief Executive Officer, adopted a new Rule 10b5-1 trading plan. Mr. Yi’s trading plan provides for the sale of up to 900,000 shares of the Company’s Class A common stock, in amounts and at prices determined in accordance with formulas set forth in the plan. The plan terminates on the earlier of the date all shares under the plan are sold or May 6, 2026. The total shares that may be sold under the plan represent approximately 13% of the total shares (vested and unvested) owned by Mr. Yi and OBF Investments, LLC, which is owned by trusts for the benefit of Mr. Yi and members of his family, as of September 30, 2025.

On August 13, 2025, Eugene Nonko, our Chief Architect, adopted a new Rule 10b5-1 trading plan. Mr. Nonko’s trading plan provides for the sale of up to 1,407,500 shares of the Company’s Class A common stock, in amounts and at prices determined in accordance with formulas set forth in the plan. The plan terminates on the earlier of the date all shares under the plan are sold or May 6, 2026. The total shares that may be sold under the plan represent approximately 21% of the total shares (vested and unvested) owned by Mr. Nonko and his family investment entities as of September 30, 2025.

On September 5, 2025, Keith Cramer, our Chief Revenue Officer, adopted a new Rule 10b5-1 trading plan. Mr. Cramer’s trading plan provides for the sale of up to 115,000 shares of the Company’s Class A common stock, in amounts and at prices determined in accordance with formulas set forth in the plan. The plan terminates on the earlier of the date all shares under the plan are sold or September 15, 2026. The total shares that may be sold under the plan represent approximately 31% of the total shares (vested and unvested) owned by Mr. Cramer as of September 30, 2025.

On September 9, 2025, Amy Yeh, our Chief Technology Officer, adopted a new Rule 10b5-1 trading plan. Ms. Yeh’s trading plan provides for the sale of up to 172,000 shares of the Company’s Class A common stock, in amounts and at prices determined in accordance with formulas set forth in the plan. The plan terminates on the earlier of the date all shares under the plan are sold or December 20, 2026. The total shares that may be sold under the plan represent approximately 27% of the total shares (vested and unvested) owned by Ms. Yeh as of September 30, 2025.

On September 12, 2025, Jeffrey Coyne, our General Counsel, adopted a new Rule 10b5-1 trading plan. Mr. Coyne’s trading plan provides for the sale of up to 75,000 shares of the Company’s Class A common stock, in amounts and at prices determined in accordance with formulas set forth in the plan. The plan terminates on the earlier of the date all shares under the plan are sold or June 15, 2026. The total shares that may be sold under the plan represent approximately 16% of the total shares (vested and unvested) owned by Mr. Coyne as of September 30, 2025.

During the three months ended September 30, 2025, no other director or officer of the Company adopted/modified and/orterminated a “Rule 10b5-1 trading arrangement” or “non-Rule 10b5-1 trading arrangement,” as each term is defined in Item 408(a) of Regulation S-K of the Exchange Act.