COYNE JEFFREY B (GENERAL COUNSEL AND SECRETARY) exercised options at MEDIAALPHA, INC.

Option exercise — a mechanical event triggered by vesting or expiry. Not a discretionary conviction trade.

M · 2 exercises

COYNE JEFFREY B

Filed: 8/18/2025ACC: 0001818383-25-000113

InsiderCOYNE JEFFREY BCIK 1213184

→

IssuerMEDIAALPHA, INC.CIK 1818383

Officer· GENERAL COUNSEL AND SECRETARY

Since May 2021

-13.51K

Net shares

Net seller

$137.0K

Total sold

Open market trades

0B · 0S

Total transactions

7.05K acquired · 20.56K disposed

Non-Derivative Transactions7

Class A Common Stock

Direct

M · Option Exercise

+510.00

Price / share

—

Trade value

—

% of position

0.1%

8/15/2025

459.95K→460.46K

Class A Common Stock

Direct

F · Tax Withholding

−205.00

Price / share

$10.14

Trade value

$2.08K

% of position

0.0%

8/15/2025

460.46K→460.26K

Class A Common Stock

Direct

M · Option Exercise

+6.54K

Price / share

—

Trade value

—

% of position

1.4%

8/15/2025

460.26K→466.80K

Class A Common Stock

Direct

F · Tax Withholding

−2.61K

Price / share

$10.14

Trade value

$26.50K

% of position

0.6%

8/15/2025

466.80K→464.19K

Class A Common Stock

Direct

F · Tax Withholding

−2.92K

Price / share

$10.14

Trade value

$29.62K

% of position

0.6%

8/15/2025

464.19K→461.27K

Class A Common Stock

Direct

F · Tax Withholding

−2.54K

Price / share

$10.14

Trade value

$25.79K

% of position

0.6%

8/15/2025

461.27K→458.73K

Class A Common Stock

Direct

F · Tax Withholding

−5.22K

Price / share

$10.14

Trade value

$52.97K

% of position

1.1%

8/15/2025

458.73K→453.50K

Total

Net shares

−6.45K

Net value

-$136.95K

Security	Date	Type	Shares	Price / Share	Trade Value	% of Position	Held Before	Held After
Class A Common Stock Direct	8/15/2025	M · Option Exercise	+510.00	—	—	0.1%	459.95K	460.46K
Class A Common Stock Direct	8/15/2025	F · Tax Withholding	−205.00	$10.14	$2.08K	0.0%	460.46K	460.26K
Class A Common Stock Direct	8/15/2025	M · Option Exercise	+6.54K	—	—	1.4%	460.26K	466.80K
Class A Common Stock Direct	8/15/2025	F · Tax Withholding	−2.61K	$10.14	$26.50K	0.6%	466.80K	464.19K
Class A Common Stock Direct	8/15/2025	F · Tax Withholding	−2.92K	$10.14	$29.62K	0.6%	464.19K	461.27K
Class A Common Stock Direct	8/15/2025	F · Tax Withholding	−2.54K	$10.14	$25.79K	0.6%	461.27K	458.73K
Class A Common Stock Direct	8/15/2025	F · Tax Withholding	−5.22K	$10.14	$52.97K	1.1%	458.73K	453.50K
Total			−6.45K		-$136.95K

Derivative Transactions2

Restricted Stock Units

Direct

M · Option Exercise

Converts to

Class A Common Stock

510.00 shares

−510.00

Strike price

Held after

0.00

Exercisable

—

8/15/2025

Restricted Stock Units

Direct

M · Option Exercise

Converts to

Class A Common Stock

6.54K shares

−6.54K

Strike price

Held after

13.09K

Exercisable

—

8/15/2025

Security	Converts To	Date	Type	Shares	Strike Price	Exercisable	Held After
Restricted Stock Units Direct	Class A Common Stock510.00 shares	8/15/2025	M · Option Exercise	−510.00		—	0.00
Restricted Stock Units Direct	Class A Common Stock6.54K shares	8/15/2025	M · Option Exercise	−6.54K		—	13.09K