X0306 4 2021-05-05 0 0001818383 MediaAlpha, Inc. MAX 0001213184 COYNE JEFFREY B C/O MEDIAALPHA, INC. 700 SOUTH FLOWER STREET, SUITE 640 LOS ANGELES CA 90017 0 1 0 0 GENERAL COUNSEL AND SECRETARY Restricted Stock Units 0.00 2021-05-05 4 A 0 21850 0.00 A Class A Common Stock 21850 21850 D Represents grant of restricted stock units ("RSUs") under the Issuer's Omnibus Equity Incentive Plan granted May 5, 2021. One quarter of the RSUs will vest on May 15, 2022 and the remainder will vest quarterly over the following three years, in each case subject to continued employment with the Issuer through each vesting date. Each RSU represents a contingent right to receive one share of Class A Common Stock, or at the option of the Compensation Committee, cash of equivalent value. /s/ Jeffrey B. Coyne 2021-05-07