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 May 13, 2026, 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 84,000 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 April 21, 2027. The total shares that may be sold under the plan represent approximately 18% of the total shares (vested and unvested) owned by Mr. Cramer as of June 30, 2026.

During the three months ended June 30, 2026, 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.