Form 4 Filing for MediaAlpha, Inc.

This filing details transactions by Yeh Kuanling Amy, Chief Technology Officer of MediaAlpha, Inc. On March 15, 2026, Ms. Yeh acquired 186,900 shares of Class A Common Stock with a transaction price of $0.0. This increased her post-transaction holdings to 580,879 shares. Additionally, she was granted 62,300 Performance Restricted Stock Units (2026 PRSUs) related to Class A Common Stock. These PRSUs vest over time, with one-sixteenth vesting on May 15, 2026, and the remainder quarterly over the subsequent four years, contingent on continued employment. The PRSUs are also subject to achieving Adjusted EBITDA goals for fiscal years 2026, 2027, and 2028, with specific vesting percentages tied to performance thresholds. Earned PRSUs will settle on March 15, 2029, after performance period completion and committee approval.