Form 4 Filing for Steven Yi

Steven Yi, an officer and director of MediaAlpha, Inc., reported several transactions on March 15-17, 2026. On March 15, 2026, Yi acquired 448,500 shares of Class A Common Stock (post-transaction: 3,068,474) and was granted 149,550 Performance Restricted Stock Units (PRSUs). These PRSUs are subject to performance-based vesting tied to Adjusted EBITDA goals for fiscal years 2026-2028 and will settle on March 15, 2029, if earned and approved. On March 16 and 17, 2026, Yi sold a total of 9,227 shares of Class A Common Stock at weighted-average prices of $9.9318 and $9.9401, respectively. These sales were executed under a Rule 10b5-1 trading plan to cover taxes resulting from RSU vesting. The post-transaction share count for Yi is 3,059,247.