X0306 4 2020-10-30 0 0001818383 MediaAlpha, Inc. MAX 0001829885 Wang Ambrose C/O MEDIAALPHA, INC. 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017 0 1 0 0 CO-FOUNDER CLASS B COMMON STOCK 2020-10-30 4 S 0 599917 D 169735 I By QuoteLab Holdings, Inc. CLASS B-1 UNITS OF QL HOLDINGS LLC 2020-10-30 4 S 0 599917 D CLASS A COMMON STOCK 599917 169735 I By QuoteLab Holdings, Inc. RESTRICTED STOCK UNITS 2020-10-30 4 A 0 183777 A CLASS A COMMON STOCK 183777 183777 D On October 27, 2020, MediaAlpha, Inc. (the "Issuer"), closed its initial public offering (the "IPO") of its shares of Class A common stock, par value $0.01 per share (the "Class A Common Stock"). A portion of the net proceeds to the Issuer from the sale of shares of Class A common stock in the IPO was used to purchase 85,311 Class B-1 units of QL Holdings LLC (the "Class B-1 Units" and "QLH", respectively) (together with an equivalent number of shares of Class B Common Stock, par value $0.01 per share (the "Class B Stock")) from the Reporting Person, at a price of $17.67 per Class B-1 Unit (and no additional consideration for the shares of Class B Stock). Reflects 30% of the 1,999,725 shares of Class B Common Stock sold directly by QuoteLab Holdings, Inc. Mr. Wang is the indirect holder of 30% of the voting interests and economic interests in QuoteLab Holdings, Inc. Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QLH, Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit (together with one share of Class B Stock for every Class B-1 Unit) is exchangeable for one share of the Issuer's Class A Common Stock, par value $0.01 per share. Reflects 30% of the 1,999,725 shares of Class B-1 Units sold directly by QuoteLab Holdings, Inc. Mr. Wang is the indirect holder of 30% of the voting interests and economic interests in QuoteLab Holdings, Inc. Represents grant of restricted stock units under the Issuer's Omnibus Incentive Plan granted in connection with the IPO, effective as of October 30, 2020. The restricted stock units will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date. Each restricted stock unit represents a contingent right to receive one share of Class A Common Stock. /s/ Lance Martinez, attorney-in-fact for Wang Ambrose 2020-11-02