Eugene Nonko, a director of MediaAlpha, Inc. (NYSE:MAX), filed a Form 4 on October 28, 2026, disclosing six sales of Class A Common Stock across three trading days from October 26 to October 28, 2026, executed under a Rule 10b5-1 trading plan.

Key Highlights

  • Reporting person: Eugene Nonko, identified as a Director of MediaAlpha, Inc.
  • Direct sales: 1,940 shares on October 26 at a weighted-average price of $11.8286; 3,394 shares on October 27 at $11.9212; and 1,940 shares on October 28 at $11.6293, all disposed of directly.
  • Indirect sales via O.N.E. Holdings, LLC: 7,273 shares on October 26 at $11.8302; 8,283 shares on October 27 at $11.8489; and 7,273 shares on October 28 at $11.6266.
  • Post-transaction direct holdings: 784,526 shares of Class A Common Stock held directly following the October 28 transaction.
  • Post-transaction indirect holdings: 789,901 shares held indirectly through O.N.E. Holdings, LLC following the October 28 transaction.
  • Trading plan: According to the filing, all sales were effected pursuant to a Rule 10b5-1 trading plan "previously adopted by the Reporting Person primarily to cover taxes resulting from the vesting of RSUs."

Nonko's Three-Day Sales Activity Across Direct and Indirect Holdings

According to the Form 4 filed with the SEC, Eugene Nonko disposed of Class A Common Stock in MediaAlpha, Inc. on each of October 26, 27, and 28, 2026, through both direct ownership and indirectly through O.N.E. Holdings, LLC. The filing indicates that all six transactions were made pursuant to a Rule 10b5-1 trading plan and carry transaction code "S." The filing notes that the plan was adopted "primarily to cover taxes resulting from the vesting of RSUs."

For direct holdings, the three sales totaled 7,274 shares combined, with weighted-average prices of $11.8286, $11.9212, and $11.6293 on the respective dates. Each weighted-average price reflects multiple individual transactions. For instance, the October 27 direct sale at $11.9212 involved transactions ranging from $11.63 to $12.12 per share, according to the filing's footnotes. Following all three direct sales, Nonko's direct beneficial ownership stood at 784,526 shares.

For the indirect holdings through O.N.E. Holdings, LLC, the three sales totaled 22,829 shares combined. The October 27 indirect sale of 8,283 shares was executed at a weighted-average price of $11.8489, with prices ranging from $11.62 to $12.185 per share, per the filing's footnotes. After all indirect sales, beneficial ownership through O.N.E. Holdings, LLC stood at 789,901 shares. The filing states that the reporting person will provide full per-transaction pricing data upon request to the SEC staff, the issuer, or a security holder.

What Was Disclosed

Eugene Nonko, a director at MediaAlpha, Inc., reported six sales of Class A Common Stock from October 26 to 28, 2026, covering both direct and indirect holdings, all executed under a pre-existing Rule 10b5-1 plan tied to RSU tax obligations.