Document:

EX-10.6

 Exhibit 10.6 
  

 
  

 
 REORGANIZATION AGREEMENT 

BY AND AMONG 

MEDIAALPHA, INC., 
 QL
HOLDINGS LLC, 
 AND 

THE OTHER PARTIES NAMED HEREIN 

DATED AS OF
[                ], 2020 
  

 
  

 

 TABLE OF CONTENTS 

ARTICLE I 
 DEFINITIONS 

 

							
	 Section 1.1.
	  	Certain Defined Terms	 	 	2	 
	 Section 1.2.
	  	Other Interpretive Provisions	 	 	5	 
			
		  	ARTICLE II	 			
			
		  	THE REORGANIZATION	 			
			
	 Section 2.1.
	  	Transactions	 	 	6	 
	 Section 2.2.
	  	Consent to Reorganization Transactions	 	 	9	 
	 Section 2.3.
	  	No Liabilities in Event of Termination; Certain Covenants	 	 	10	 
	 Section 2.4.
	  	Transfer Taxes	 	 	10	 
	 Section 2.5.
	  	Tax Treatment	 	 	10	 
			
		  	ARTICLE III	 			
			
		  	REPRESENTATIONS AND WARRANTIES	 			
			
	 Section 3.1.
	  	Representations and Warranties	 	 	11	 
			
		  	ARTICLE IV	 			
			
		  	MISCELLANEOUS	 			
			
	 Section 4.1.
	  	Primacy of Reorganization Documents	 	 	12	 
	 Section 4.2.
	  	Amendments and Waivers	 	 	12	 
	 Section 4.3.
	  	Successors and Assigns	 	 	12	 
	 Section 4.4.
	  	Notices	 	 	12	 
	 Section 4.5.
	  	Further Assurances; Power of Attorney	 	 	14	 
	 Section 4.6.
	  	Entire Agreement	 	 	15	 
	 Section 4.7.
	  	Governing Law; Jurisdiction; Waiver of Jury Trial	 	 	15	 
	 Section 4.8.
	  	Severability	 	 	15	 
	 Section 4.9.
	  	Enforcement	 	 	16	 
	 Section 4.10.
	  	No Third-Party Beneficiaries	 	 	16	 
	 Section 4.11.
	  	Counterparts; Facsimile Signatures	 	 	16	 

  
 i 

 This REORGANIZATION AGREEMENT (this “Agreement”), dated as of
[                ], 2020, is made by and among: 
  

	 	i.	 MediaAlpha, Inc., a Delaware corporation (“Pubco”); 

 

	 	ii.	 QL Holdings LLC, a Delaware limited liability company (the “Company”); 

 

	 	iii.	 QuoteLab, LLC, a Delaware limited liability company (“QL LLC”); 

 

	 	iv.	 Guilford Holdings, Inc., a Delaware corporation (“Intermediate Holdco”);

  

	 	v.	 White Mountains Investments (Luxembourg) S.à r.l., a Luxembourg private limited liability company
(société à responsabilité limitée) (“WTM”); 

  

	 	vi.	 White Mountains Insurance Group, Ltd., a Bermuda exempted company limited by shares (“WMIG”);

  

	 	vii.	 Insignia QL Holdings, LLC, a Delaware limited liability company, and Insignia A QL Holdings, LLC, a Delaware
limited liability company (collectively, “Insignia” ); 

  

	 	viii.	 Steven Yi, Eugene Nonko and Ambrose Wang (together with their respective Founder Holding Vehicles (as defined
below), each, a “Founder” and collectively, the “Founders”); 

  

	 	ix.	 Keith Cramer, Tigran Sinanyan, Lance Martinez, Brian Mikalis, Robert Perine, Jeffrey Sweetser, Serge Topjian
and Amy Yeh (collectively, the “Non-Founder Senior Executives” and, together with the Founders, the “Senior Executives”); and 

 

	 	x.	 the individuals listed on the signature pages hereto under the heading “Legacy Profits Interest
Holders” (collectively, the “Legacy Profits Interest Holders” or the “LPIHs”). 

The parties hereto each a “Party” and collectively the “Parties”. 

RECITALS 
 WHEREAS, the
Board of Directors of Pubco (the “Board”) has determined to effect an underwritten initial public offering (the “IPO”) of shares of Pubco’s Class A Common Stock (as defined below) on the terms and subject
to the conditions contained in the Underwriting Agreement (as defined below); 
 WHEREAS, the Parties desire to effect the Reorganization
Transactions (as defined below) in contemplation of the IPO; 
 WHEREAS, immediately prior to the Reorganization Transactions, QL Management
Holdings LLC, a Delaware limited liability company and the holding entity through which the Senior Executives and the LPIHs indirectly held all or a portion of their interests in the Company, dissolved pursuant to that certain Plan of Liquidation
and Dissolution, dated as of or around the date hereof, resulting in the Senior Executives and the LPIHs directly holding their interests in the Company; and 

WHEREAS, in connection with the consummation of the Reorganization Transactions and the IPO, the applicable Parties hereto intend to enter
into the Reorganization Documents (as defined below). 

 NOW, THEREFORE, in consideration of the foregoing and the mutual promises, covenants and
agreements of the Parties hereto, and for other good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged, the Parties hereto agree as follows: 

ARTICLE I 
 DEFINITIONS

 Section 1.1. Certain Defined Terms. As used in this Agreement, the following terms shall have the following meanings:

 “Additional Class A-1 Unit Issuance” has the meaning set forth in
Section 2.1(d)(ii). 
 “Agreement” has the meaning set forth in the Preamble. 

“Amended and Restated By-laws” has the meaning set forth in Section 2.1(a)(ii).

 “Amended and Restated Certificate of Incorporation” has the meaning set forth in Section 2.1(a)(i). 

“Attorney-in-Fact” has the meaning set forth
in Section 4.5(b). 
 “Board” has the meaning set forth in the Recitals. 

“Business Day” means any day that is not a Saturday, a Sunday or other day on which banks are required or specifically
authorized by law to be closed in the City of New York. 
 “Class A Common Stock” means Class A
Common Stock, par value $0.01 per share, of Pubco. 
 “Class A-1
Units” has the meaning given to such term in the Fourth Amended and Restated LLC Agreement. 
 “Class B
Common Stock” means Class B Common Stock, par value $0.01 per share, of Pubco. 
 “Class B-1 Members” means, collectively, Insignia and the Management Parties. 

“Class B-1 Unit Purchase” has the meaning set forth in
Section 2.1(d)(i). 
 “Class B-1 Unit Purchase
Consideration” has the meaning set forth in Section 2.1(d)(i). 

“Class B-1 Unit Purchase Price” means an amount per Class B-1 Unit equal to the quotient resulting from dividing (x) the IPO Net Proceeds by (y) the aggregate number of shares of Class A Common Stock sold by Pubco in the IPO. 

“Class B-1 Units” has the meaning given to such term in the Fourth
Amended and Restated LLC Agreement. 
 “Code” means the U.S. Internal Revenue Code of 1986, as amended. 

  
 2 

 “Company” has the meaning set forth in the Preamble. 

“Credit Agreement” means the Credit Agreement, dated as of September 23, 2020, by and among QL LLC, as borrower, the
lenders party thereto and JPMorgan Chase Bank, N.A., as Administrative Agent. 
 “Exchange Act” means the Securities
Exchange Act of 1934, as amended, and any successor thereto, and any rules and regulations promulgated thereunder, all as the same shall be in effect from time to time. 

“Exchange Agreement” has the meaning set forth in Section 2.1(a)(iv)(F)(1). 

“Founder Holding Vehicles” means, collectively, the Founder Trusts and QuoteLab Holdings, Inc., a Delaware corporation
classified as an S corporation for U.S. federal income tax purposes. 
 “Founder Trusts” means, collectively, OBF
Investments, LLC, a Nevada limited liability company, O.N.E. Holdings LLC, a Washington limited liability company, and Wang Family Investments LLC, a Washington limited liability company. 

“Founders” has the meaning set forth in the Preamble. 

“Fourth Amended and Restated LLC Agreement” has the meaning set forth in Section 2.1(a)(iii). 

“Insignia” has the meaning set forth in the Preamble. 

“Intended Tax Treatment” has the meaning set forth in Section 2.5. 

“Intermediate Holdco” has the meaning set forth in the Preamble. 

“IPO” has the meaning set forth in the Recitals. 

“IPO Closing” means the initial closing of sale of the Class A Common Stock in the IPO. 

“IPO Effective Time” means the date and time on which the Registration Statement becomes effective. 

“IPO Net Proceeds” means an amount in cash equal to (x) the aggregate proceeds received by Pubco from the sale of
Class A Common Stock in the IPO minus (y) the sum of underwriting discounts and commissions and offering expenses paid or payable by Pubco in connection with the IPO. 

“IPO Pricing” means such date and time as the Board or pricing committee thereof determines to price the IPO, such date and
time to be no later than immediately prior to the IPO Effective Time. 
 “Legacy Profits Interest Holders” or
“LPIHs” has the meaning set forth in the Preamble. 
 “Lenders” means the lenders party to the Credit
Agreement. 
 “LPIH Subscriptions” has the meaning set forth in Section 2.1(a)(iv)(D). 

  
 3 

 “Management Parties” means, collectively, Steven Yi, the Founder Holding
Vehicles and the Non-Founder Senior Executives. 

“Non-Founder Senior Executives” has the meaning set forth in the Preamble. 

“Overallotment” has the meaning set forth in Section 2.1(e). 

“Overallotment Class A-1 Unit Issuance” has the meaning set forth
in Section 2.1(e)(ii). 
 “Overallotment Class B-1 Unit
Purchase” has the meaning set forth in Section 2.1(e)(i). 
 “Overallotment Class B-1 Unit Purchase Consideration” has the meaning set forth in Section 2.1(e)(i). 

“Overallotment Class B-1 Unit Purchase Price” means an amount per Class B-1 Unit equal to the quotient resulting from dividing (x) the Overallotment Net Proceeds by (y) the aggregate number of shares of Class A Common Stock sold by Pubco in the Overallotment.

 “Overallotment Net Proceeds” means an amount in cash equal to (x) the aggregate proceeds received by Pubco from the
sale of Class A Common Stock in the Overallotment minus (y) the sum of underwriting discounts and commissions and offering expenses paid or payable by Pubco in connection with the Overallotment. 

“Overallotment Option” has the meaning set forth in Section 2.1(e). 

“Overallotment Remaining Proceeds” has the meaning set forth in Section 2.1(e)(ii). 

“Party” or “Parties” has the meaning set forth in the Preamble. 

“Person” means any individual, partnership, limited liability company, corporation, trust, association, estate,
unincorporated organization or government or any agency or political subdivision thereof. 

“Pre-IPO LLC Members” means, collectively, Intermediate Holdco, Insignia, the
Management Parties and the LPIHs. 
 “Pubco” has the meaning set forth in the Preamble. 

“QL LLC” has the meaning set forth in the Preamble. 

“Registration Rights Agreement” has the meaning set forth in Section 2.1(a)(iv)(F)(4). 

“Registration Statement” means the Exchange Act registration statement filed by Pubco on Form
8-A with the SEC to register the Class A Common Stock. 
 “Reorganization
Documents” means each of the documents attached as an Exhibit hereto and all other agreements and documents entered into in connection with the Reorganization Transactions. 

“Reorganization Transaction” has the meaning set forth in Section 2.1. 

“SEC” means the U.S. Securities and Exchange Commission. 

  
 4 

 “Securities Act” means the Securities Act of 1933, as amended, and any
successor thereto, and any rules and regulations promulgated thereunder, all as the same shall be in effect from time to time. 

“Senior Executives” has the meaning set forth in the Preamble. 

“Stockholders Agreement” has the meaning set forth in Section 2.1(a)(iv)(F)(3). 

“Tax Receivables Agreement” has the meaning set forth in Section 2.1(a)(iv)(F)(2). 

“Tax Return” means any return, declaration, report, claim for refund, information return or statement or other document
relating to taxes, including any schedule or attachment thereto, and including any amendment thereof. 
 “Third Amended and Restated
LLC Agreement” means the Third Amended and Restated Limited Liability Company Agreement of the Company, dated July 1, 2020, as amended. 

“Transfer Taxes” has the meaning set forth in Section 2.4. 

“Underwriting Agreement” means the underwriting agreement, dated as of the date hereof, by and among Pubco and the
underwriters of the IPO. 
 “WMIG” has the meaning set forth in the Preamble. 

“WTM” has the meaning set forth in the Preamble. 

Section 1.2. Other Interpretive Provisions. (a) The meanings of defined terms are equally applicable to the singular and
plural forms of the defined terms. 
 (b) The words “hereof,” “herein,” “hereunder” and similar words refer to
this Agreement as a whole and not to any particular provision of this Agreement; and any subsection and section references are to this Agreement unless otherwise specified. 

(c) The term “including” is not limiting and means “including without limitation.” 

(d) The captions and headings of this Agreement are for convenience of reference only and shall not affect the interpretation of this
Agreement. 
 (e) Whenever the context requires, any pronouns used herein shall include the corresponding masculine, feminine or neuter
forms. 
 (f) References to Articles, Sections, Exhibits and Schedules are to Articles, Sections, Exhibits and Schedules of this Agreement
unless otherwise specified. 
 (g) References to any agreement or contract are to that agreement or contract as amended, restated, modified
or supplemented from time to time in accordance with the terms thereof. 

  
 5 

 ARTICLE II 

THE REORGANIZATION 

Section 2.1. Transactions. Subject to the terms and conditions hereinafter set forth, and on the basis of and in reliance upon the
representations, warranties, covenants and agreements set forth herein, the Parties shall take the actions described in this Section 2.1 (each, a “Reorganization Transaction” and, collectively, the “Reorganization
Transactions”): 
 (a) Promptly following the IPO Pricing and prior to the IPO Effective Time, the applicable Parties shall take
the actions set forth below (or cause such actions to take place): 
 (i)    Amend and Restate Pubco
Certificate of Incorporation. The Board shall adopt the Amended and Restated Certificate of Incorporation of Pubco substantially in the form attached hereto as Exhibit A (the “Amended and Restated Certificate of
Incorporation”). Pubco shall file the Amended and Restated Certificate of Incorporation with the Secretary of State of the State of Delaware. 

(ii)    Amend and Restate Pubco By-laws. The Board shall
adopt the Amended and Restated By-laws of Pubco substantially in the form attached hereto as Exhibit B (the “Amended and Restated
By-laws”). 
 (iii)    Amend and Restate Company LLC
Agreement. The Company, Pubco, Intermediate Holdco and the Class B-1 Members shall, and each hereby severally agrees to, enter into the Fourth Amended and Restated Limited Liability Company Agreement
of the Company, substantially in the form attached hereto as Exhibit C (the “Fourth Amended and Restated LLC Agreement”), which, among other things, shall give effect to: (1) the recapitalization contemplated in
Section 2.1(a)(iv)(A); (2) the designation of Intermediate Holdco as sole managing member contemplated in Section 2.1(a)(iv)(C); (3) the acquisition of Class B-1 Units by Intermediate Holdco
contemplated in Section 2.1(a)(iv)(D) and Section 2.1(d)(i); and (4) the other Reorganization Transactions. 

(iv)    Immediately following the entry into the Fourth Amended and Restated LLC Agreement, the following
transactions in this Section 2.1(a)(iv) shall take place in immediate succession in accordance with the order in which they are listed: 

(A)    Recapitalization of Pre-IPO LLC Member Units. The
Company shall be recapitalized through the conversion of all equity interests then held by the Pre-IPO LLC Members into two new classes of equity interests consisting of the
Class A-1 Units and Class B-1 Units, in each case with the rights, privileges and preferences set forth in the Fourth Amended and Restated LLC Agreement. Class A-1 Units and Class B-1 Units, as applicable, shall be held by the Pre-IPO LLC Members in such amounts set forth across
the applicable Pre-IPO LLC Member’s name in Schedule I hereto. 

  
 6 

 (B)    WTM Contribution of Intermediate Holdco.
Pursuant to a Contribution Agreement dated as of October [        ], 2020, by and between WTM and Pubco and attached hereto as Exhibit D, WTM shall contribute its wholly-owned subsidiary,
Intermediate Holdco, to Pubco in exchange for [•] shares of Class A Common Stock. 

(C)    Managing Member. The Company shall designate Intermediate Holdco as the sole managing member
of the Company. 
 (D)    LPIH Contribution of
Class B-1 Units. Pubco and each LPIH shall, and each hereby severally agrees to, enter into a Contribution Agreement substantially in the form attached hereto as Exhibit E,
pursuant to which the applicable LPIH shall contribute to Pubco the number of Class B-1 Units set forth opposite such LPIH’s name on Schedule II hereto, in exchange for the same number
of shares of Class A Common Stock (each, a “LPIH Subscription” and, collectively, the “LPIH Subscriptions”). Pubco, Intermediate Holdco and the Company shall, and each hereby severally agrees to, enter into a
Contribution Agreement substantially in the form attached hereto as Exhibit F, pursuant to which Pubco shall, immediately after the consummation of the LPIH Subscriptions, (1) contribute such
Class B-1 Units received in connection with the LPIH Subscriptions to Intermediate Holdco and immediately thereafter, (2) Intermediate Holdco shall contribute such
Class B-1 Units to the Company in exchange for a number of newly issued Class A-1 Units that results in the aggregate number of
Class A-1 Units held by Intermediate Holdco being equal to the number of then outstanding shares of Class A Common Stock of Pubco. 

(E)    Insignia and Senior Executives Subscription. Pubco, Insignia and the Management Parties shall
enter into a Subscription Agreement substantially in the form attached hereto as Exhibit G, pursuant to which Insignia and the Management Parties (as applicable) shall purchase [•] shares of Class B Common Stock (which is
equal to the number of Class B-1 Units they hold) for a purchase price of $0.01 per share from Pubco, which amount the parties agree represents the fair market value of one share of Class B Common
Stock. 
 (F)    Execution of Other Agreements. The applicable Parties shall enter into the
following agreements substantially concurrently: 
 (1)    Pubco, Intermediate Holdco, the Company and
the Class B-1 Members shall, and each hereby severally agree to, enter into the Exchange Agreement, substantially in the form attached hereto as Exhibit H (the “Exchange
Agreement”). 
 (2)    Pubco, the Company, WMIG and the
Class B-1 Members shall, and each hereby severally agree to, enter into the Tax Receivables Agreement, substantially in the form attached hereto as Exhibit I (the “Tax Receivables
Agreement”). 

  
 7 

 (3)    Pubco, WTM, Insignia and the Founders shall, and
each hereby severally agree to, enter into the Stockholders Agreement, substantially in the form attached hereto as Exhibit J (the “Stockholders Agreement”). 

(4)    Pubco, WTM, Insignia and the Management Parties shall, and each hereby agrees to, enter into the
Registration Rights Agreement, substantially in the form attached hereto as Exhibit K (the “Registration Rights Agreement”). 

(b) As soon as practicable after the IPO Pricing (and following all the actions set forth in Section 2.1(a) of this Agreement) and in any
event no later than the commencement of trading of Class A Common Stock on the New York Stock Exchange, Pubco will file the Registration Statement with the SEC. 

(c) Subject to the satisfaction or waiver of all the closing conditions enumerated in the Underwriting Agreement, the IPO Closing will take
place at approximately [●] (EST) on [                ], 2020. 

(d) Immediately following the IPO Closing, the following transactions shall take place in immediate succession in accordance with the order in
which they are listed: 
 (i)    Pubco, Intermediate Holdco, Insignia, the Management Parties and the
LPIHs shall, and each hereby severally agrees to, enter into a Purchase Agreement substantially in the form attached hereto as Exhibit L, pursuant to which (i) Pubco will contribute to Intermediate Holdco the IPO Net Proceeds and
(ii) Intermediate Holdco will acquire (x) [●] of the Class B-1 Units (and an equivalent number of shares of Class B Common Stock) held by Insignia, (y) [●] of the Class B-1 Units (and an equivalent number of shares of Class B Common Stock) held by the Management Parties and (z) [●] of the Class B-1 Units (and an
equivalent number of shares of Class B Common Stock) from the LPIHs (representing all the remaining Class B-1 Units (and shares of Class B Common Stock) held by the LPIHs), for a price per Class B-1 Unit equal to the Class B-1 Unit Purchase Price (the aggregate of all such consideration paid in respect of such
Class B-1 Units, the “Class B-1 Unit Purchase Consideration” and the foregoing transaction, collectively, the
“Class B-1 Unit Purchase”). 

(ii)    Intermediate Holdco and the Company shall, and each hereby severally agrees to, enter into a
Contribution Agreement substantially in the form attached hereto as Exhibit M, pursuant to which (1) Intermediate Holdco shall contribute to the Company (A) an amount equal to (x) the IPO Net Proceeds, minus
(y) the Class B-1 Unit Purchase Consideration (the “Remaining Proceeds”) and (B) the Class B-1 Units that Intermediate Holdco
acquired in the Class B-1 Unit Purchase, in each case, in exchange for a number of newly issued Class A-1 Units that results in the aggregate number of Class A-1 Units held by Intermediate Holdco being equal to the number of then outstanding shares of Class A Common Stock of Pubco (collectively, the “Additional Class A-1 Unit Issuance”) and (2) the Company shall cancel the Class B-1 Units received by it. 

  
 8 

 (iii)    In conjunction with the Additional Class A-1 Unit Issuance: (A) Pubco shall cancel the Class B Common Stock corresponding to such Class B-1 Units so canceled by the Company, (B) the
Company shall contribute the Remaining Proceeds to QL LLC and (C) QL LLC shall use the Remaining Proceeds received by it to repay to the Lenders under the Credit Agreement. 

(e) If the underwriters exercise their option contained in the Underwriting Agreement to purchase additional shares of Class A Common
Stock from Pubco (the “Overallotment Option”) in connection with the IPO (such subsequent closing held in connection with the exercise of the Overallotment Option, the “Overallotment”), the following transactions
shall take place in immediate succession in accordance with the order in which they are listed: 

(i)    Pubco, Intermediate Holdco, Insignia and the Management Parties shall, and each hereby severally
agrees to, enter into a Purchase Agreement substantially in the form attached hereto as Exhibit N, pursuant to which (A) Pubco will contribute to Intermediate Holdco the Overallotment Net Proceeds, and (B) Intermediate Holdco
will acquire (x) [●] of the Class B-1 Units (and an equivalent number of shares of Class B Common Stock) held by Insignia and (y) [●] of the
Class B-1 Units (and an equivalent number of shares of Class B Common Stock) held by the Management Parties, for a price per Class B-1 Unit equal to the
Overallotment Class B-1 Unit Purchase Price (the aggregate of all such consideration paid in respect of such Class B-1 Units, the “Overallotment
Class B-1 Unit Purchase Consideration” and the foregoing transaction, collectively, the “Overallotment Class B-1
Unit Purchase”). 
 (ii)    Intermediate Holdco and the Company shall, and each severally agrees
to, enter into a Contribution Agreement substantially in the form attached hereto as Exhibit O, pursuant to which (1) Intermediate Holdco shall contribute to the Company (A) an amount equal to (x) the Overallotment Net
Proceeds, minus (y) the Overallotment Class B-1 Unit Purchase Consideration (the “Overallotment Remaining Proceeds”) and (B) the
Class B-1 Units that Intermediate Holdco acquired in the Overallotment Class B-1 Unit Purchase, in each case, in exchange for a number of newly issued Class A-1 Units that results in the aggregate number of Class A-1 Units held by Intermediate Holdco being equal to the number of then outstanding shares of
Class A Common Stock of Pubco (collectively, the “Overallotment Class A-1 Unit Issuance”) and (2) the Company shall cancel the
Class B-1 Units received by it. 
 (iii)    In conjunction
with the Overallotment Class A-1 Unit Issuance: (A) Pubco shall cancel the Class B Common Stock corresponding to such Class B-1 Units so canceled by
the Company and (B) the Company shall contribute the Overallotment Remaining Proceeds to QL LLC. 
 Section 2.2. Consent to
Reorganization Transactions. 
 (a) Each of the Parties hereto hereby acknowledges, agrees and consents to the Reorganization
Transactions. Each of the Parties hereto shall take all action necessary or appropriate in order to effect, or cause to be effected, to the extent within its control, each of the Reorganization Transactions and the IPO. 

(b) The Parties hereto shall deliver to each other, as applicable, as soon as practicable prior to the IPO Effective Time, each of the
Reorganization Documents to which it is a party, together with any other documents and instruments necessary or appropriate to be delivered in connection with the Reorganization Transactions. 

  
 9 

 Section 2.3. No Liabilities in Event of Termination; Certain Covenants. 

(a) In the event that Pubco determines in writing to abandon the IPO, or, unless Pubco, the Company, WTM, Insignia and the Founders otherwise
agree, the IPO Closing has not occurred by the tenth Business Day following the date of this Agreement, (A) this Agreement shall automatically terminate and be of no further force or effect except for this Section 2.3, Section 4.4,
Section 4.7, Section 4.8 and Section 4.11 and (B) there shall be no liability on the part of any of the Parties hereto, except that such termination shall not preclude any Party from pursuing judicial remedies for damages and/or
other relief as a result of the breach by the other parties of any representation, warranty, covenant or agreement contained herein prior to such termination. 

(b) In the event that this Agreement is terminated, pursuant to Section 2.3(a) or otherwise, for any reason after the consummation of any
of the Reorganization Transactions, but prior to the consummation of all of the Reorganization Transactions, the Parties agree, as applicable, to cooperate and work in good faith to execute and deliver such agreements and consents and amend such
documents and to effect such transactions or actions as may be necessary to re-establish the rights, preferences and privileges that the Parties hereto had prior to the consummation of the Reorganization
Transactions, or any part thereof, including, without limitation, voting any and all securities owned by such Party in favor of any amendment to any organizational document and in favor of any transaction or action necessary to re-establish such rights, powers and privileges and causing to be filed all necessary documents with any governmental authority necessary to reestablish such rights, preferences and privileges (it being understood
and agreed that if such termination occurs subsequent to the effectiveness of the Fourth Amended and Restated LLC Agreement, the parties agree to amend the Fourth Amended and Restated LLC Agreement so that the governance, transfer restrictions,
liquidity rights and other related provisions therein with respect to Pubco, Pubco’s subsidiaries and Pubco’s and the Company’s securities correspond in all substantive respects with the provisions contained in the Third Amended and
Restated LLC Agreement as in effect on the date hereof). 
 Section 2.4. Transfer Taxes. All transfer, documentary, sales, use,
stamp, registration, value added and other such taxes and fees (including any penalties and interest) (collectively, “Transfer Taxes”) incurred in connection with the transactions contemplated by this Agreement shall be borne and
paid by Pubco when due. Pubco shall, at its own expense, timely file any Tax Return or other document with respect to such Transfer Taxes. 

Section 2.5. Tax Treatment. The transactions contemplated in Section 2.1(a)(iv)(B), the first sentence of
Section 2.1(a)(iv)(D) and Section 2.1(a)(iv)(E) of this Agreement and the primary offering portion of the IPO, collectively, are intended to qualify as a transaction under Section 351 of the Code (the “Intended Tax
Treatment”). The Parties shall report such transactions consistent with the Intended Tax Treatment for all tax purposes (except as otherwise required pursuant to a final determination (as defined in Section 1313(a) of the Code) and
shall take all commercially reasonable actions necessary to cause such transactions to qualify for the Intended Tax Treatment. None of the Parties shall take any actions or cause any actions to be taken or take any position on any Tax Return or any
Tax audit, contest or proceeding, in each case inconsistent with the Intended Tax Treatment unless required pursuant to a final determination (as defined in Section 1313(a) of the Code). 

  
 10 

 ARTICLE III 

REPRESENTATIONS AND WARRANTIES 

Section 3.1. Representations and Warranties. Each of the Parties hereby represents and warrants to all the other Parties hereto as
follows: 
 (a) To the extent such Party is not a natural person, such Party is duly organized, validly existing and in good standing under
the laws of its jurisdiction of organization or incorporation. The execution, delivery and performance by such Party of this Agreement and of the applicable Reorganization Documents, to the extent a Party thereto and to the extent such Party is not
a natural person, has been or prior to the IPO Effective Time will be duly authorized by all necessary action; 
 (b) To the extent such
Party is not a natural person, such Party has or prior to the IPO Effective Time will have the requisite power, authority and legal right to execute and deliver this Agreement and each of the Reorganization Documents, to the extent a Party thereto,
and to consummate the transactions contemplated hereby and thereby, as the case may be; 
 (c) This Agreement and each of the Reorganization
Documents to which it is a Party has been (or when executed will be) duly executed and delivered by such Party and constitute the legal, valid and binding obligation of such Party, enforceable against such Party in accordance with its terms, subject
to (i) the effects of bankruptcy, insolvency, fraudulent conveyance, reorganization, moratorium and other similar laws relating to or affecting creditors’ rights generally, (ii) general equitable principles (whether considered in a
proceeding in equity or at law) and (iii) an implied covenant of good faith and fair dealing; 
 (d) Neither the execution, delivery
and performance by such Party of this Agreement and the applicable Reorganization Documents, to the extent a Party thereto, nor the consummation by such Party of the transactions contemplated hereby, nor compliance by such Party with terms and
provisions hereof, will, directly or indirectly (with or without notice or lapse of time or both), (i) contravene or conflict with, or result in a breach or termination of, or constitute a default under (or with notice or lapse of time or both,
result in breach or termination of or constitute a default under) the organizational documents of such Party (to the extent such Party is not a natural person), (ii) constitute a violation by such Party of any existing requirement of law applicable
to such Party or any of its properties, rights or assets or (iii) require the consent or approval of any Person, except in the case of clauses (ii) and (iii), as would not reasonably be expected to result in, individually or in the
aggregate, a material adverse effect on the ability of such Party to consummate the transaction contemplated by this Agreement; 
 (e) Such
Party is the record and beneficial owner of any equity interests of Pubco, Intermediate Holdco and/or the Company, as applicable, that are intended to be transferred by it pursuant to this Agreement, the Reorganization Documents and/or the
transactions contemplated hereby and thereby, and, as applicable, such Party has good and marketable title to such equity interests, free and clear of all encumbrances. Such Party has full right, power and authority to transfer and deliver to any
other Party valid title to such equity interests held by such Party, free and clear of all encumbrances; and 

  
 11 

 (f) Such Party (either alone or together with its advisors) has such knowledge and
experience in financial or business matters that it is capable of evaluating the merits and risks of the Reorganization Transactions. Such Party has had the opportunity to ask questions and receive answers concerning the terms and conditions of the
Reorganization Transactions and has had full access to such other information concerning the Reorganization Transactions as it has requested. Such Party has received all information that it believes is necessary or appropriate in connection with the
Reorganization Transactions. Such Party is an informed and sophisticated party and has engaged, to the extent such Party deems appropriate, expert advisors experienced in the evaluation of transactions of the type contemplated hereby. Such Party is
an accredited investor as that term is defined in Regulation D under the Securities Act of 1933. Such Party understands that the transfer of the securities acquired hereunder has not been registered and agrees to resell such securities pursuant to
registration under the Securities Act, pursuant to an available exemption from registration, or, if applicable, in accordance with the provisions of Regulation S under the Securities Act. 

ARTICLE IV 

MISCELLANEOUS 

Section 4.1. Primacy of Reorganization Documents. This Agreement summarizes certain actions to be taken in connection with the
entering into of the Reorganization Documents and consummation of the Reorganization Transactions but this Agreement does not supersede or replace or affect the interpretation of any Reorganization Document or any part of any Reorganization
Document. To the extent that any of the subject matter of any Reorganization Document is also dealt with in this Agreement (whether or not inconsistently), such Reorganization Document shall take precedence over this Agreement. 

Section 4.2. Amendments and Waivers. This Agreement may be modified, amended or waived only with the written approval of WTM,
Insignia and the Founders; provided, however, that an amendment or modification that would affect any other Party in a manner materially and disproportionately adverse to such Party shall be effective against such Party so materially
and adversely affected only with the prior written consent of such Party, such consent not to be unreasonably withheld or delayed. The failure of any Party to enforce any of the provisions of this Agreement shall in no way be construed as a waiver
of such provisions and shall not affect the right of such Party thereafter to enforce each and every provision of this Agreement in accordance with its terms. 

Section 4.3. Successors and Assigns. This Agreement shall bind and inure to the benefit of and be enforceable by the Parties
hereto and their respective successors and assigns. 
 Section 4.4. Notices. Unless otherwise specified herein, all notices,
consents, approvals, reports, designations, requests, waivers, elections and other communications authorized or required to be given pursuant to this Agreement shall be in writing and shall be given, made or delivered by personal hand delivery, by
facsimile transmission, by electronic mail, by mailing the same in a sealed envelope, registered first-class mail, postage prepaid, return receipt requested, or by air courier guaranteeing overnight delivery (and such notice shall be deemed to have
been duly given, made or delivered (a) on the date received, if delivered by personal hand delivery, (b) on the date received, if delivered by facsimile transmission, by electronic mail or by registered first-class mail prior to 5:00 p.m.
prevailing local time on a Business Day, or if delivered after 5:00 p.m. prevailing local time on a Business Day or on a day other than a Business Day, on the first Business Day thereafter and (c) two (2) Business Days after being sent by air
courier guaranteeing overnight delivery), at the following addresses (or at such other address as shall be specified by like notice): 

  
 12 

 if to Pubco, to: 

MediaAlpha, Inc. 
 700 South
Flower Street, Suite 640 
 Los Angeles, California 90017 

Attention: General Counsel 

with a copy (which shall not constitute notice) to: 

Cravath, Swaine & Moore LLP 

Worldwide Plaza 
 825 Eighth
Avenue 
 New York, NY 10019 

Attention: C. Daniel Haaren 
 if
to WTM, to: 
 White Mountains Investments (Luxembourg) S.à r.l. 

Société à responsabilité limitée 

1, rue Hildegard von Bingen 

Luxembourg, L-1282 

R.C.S. Luxembourg: B 167.137 

Attention: Manfred Schneider 

with a copy (which shall not constitute notice) to: 

White Mountains Insurance Group, Ltd. 

23 S. Main St, Suite 3B 

Hanover, NH 03755 
 Attention:
Robert Seelig, EVP & GC 
 and 

Cravath, Swaine & Moore LLP 

Worldwide Plaza 
 825 Eighth
Avenue 
 New York, NY 10019 

Attention: David J. Perkins 
 if
to WMIG, to: 
 White Mountains Insurance Group, Ltd. 

Clarendon House 
 2 Church
Street 
 Hamilton HM 11 

Bermuda 
 Attention: Robert
Seelig, EVP & GC 

  
 13 

 with a copy to (which will not constitute notice): 

White Mountains Insurance Group, Ltd. 

23 S. Main St, Suite 3B 

Hanover, NH 03755 
 Attention:
Robert Seelig, EVP & GC 
 and 

Cravath, Swaine & Moore LLP 

Worldwide Plaza 
 825 Eighth
Avenue 
 New York, NY 10019 

Attention: David J. Perkins 
 if
to Insignia, to: 
 Insignia Capital Group 

1333 California Blvd, Suite 520 

Walnut Creek, CA 94596 

Attention: Tony Broglio 
 with a
copy (which shall not constitute notice) to: 
 Kirkland & Ellis LLP 

300 N. LaSalle Street 
 Chicago,
IL 60654 
 Attention: Robert Wilson, P.C. 

if to the Management Parties or any of the LPIHs, to: 

700 S. Flower St., Suite 640 

Los Angeles, CA 90017 

Attention: Steven Yi 
 with a
copy (which shall not constitute notice) to: 
 Kirkland & Ellis LLP 

2049 Century Park East, Suite 3700 

Los Angeles, CA 90067 

Attention: Hamed Meshki, P.C. 

and 
 Kirkland &
Ellis LLP 
 601 Lexington Avenue, New York, NY 10022 

Attention: Timothy Cruickshank, P.C. 

Section 4.5. Further Assurances; Power of Attorney. 

(a) At any time or from time to time after the date hereof, the Parties agree to cooperate with each other, and at the request of any other
Party, to execute and deliver any further instruments or documents and to take all such further action as another Party may reasonably request in order to evidence or effectuate the consummation of the transactions contemplated hereby and to
otherwise carry out the intent of the Parties hereunder. 
 (b) Each LPIH appoints Lance Martinez (the “Attorney-in-Fact”), and with full power of substitution and resubstitution, as such LPIH’s exclusive and irrevocable agent, proxy and attorney-in-fact (and such proxy shall be deemed to be coupled with an interest), for all purposes under this Agreement and the Reorganization Documents, including full power
and authority to act on such LPIH’s behalf with respect thereto. Without limiting the generality of the foregoing, the Attorney-in-Fact, acting in good faith, is
authorized and empowered to: 
 (i)    make all determinations and take all actions with respect to such
LPIH’s equity interests in the Company, including without limitation the exercise of all rights and the performance of all obligations under this Agreement and the Reorganization Documents, and the transfer or other disposition of such
interests; 

  
 14 

 (ii)    in connection with any such transfer or
disposition, execute, endorse and receive all documents, instruments, certificates, statements and agreements on behalf of and in the name of such LPIH necessary to effectuate and consummate the Reorganization Transactions; 

(iii)    take all actions on such LPIH’s behalf in connection with any claims made under this
Agreement or any of the Reorganization Documents to defend or settle such claims; 
 (iv)    approve any
changes or modifications to the Reorganization Documents from the forms set forth on the Exhibits attached hereto prior to execution and delivery; 

(v)    execute and deliver, should it elect to do so in its sole discretion, on such LPIH’s behalf,
any amendment to this Agreement or any of the Reorganization Documents or any waiver of any of the terms thereof; and 

(vi)    take all other actions to be taken by or on such LPIH’s behalf that are permitted or required
under this Agreement or any of the Reorganization Documents. 
 (c) All decisions and actions taken by the Attorney-in-Fact will be binding upon the LPIHs; no LPIH will have the right to object, dissent, protest or otherwise contest the same; and each Party will be able to rely conclusively on the written
instructions of the Attorney-in-Fact as to such decisions and actions taken by the
Attorney-in-Fact hereunder. The Attorney-in-Fact will not be liable to any LPIH for any
action taken by it in good faith pursuant to this Agreement. The Attorney-in-Fact is serving in that capacity solely for purposes of administrative convenience, and is
not personally liable in such capacity for any of the obligations of any LPIH hereunder. 
 Section 4.6. Entire Agreement.
Except as otherwise expressly set forth herein, this Agreement, together with the Reorganization Documents, embodies the complete agreement and understanding among the Parties hereto with respect to the subject matter hereof and supersedes and
preempts any prior understandings, agreements or representations by or among the Parties, written or oral, that may have related to the subject matter hereof in any way. 

Section 4.7. Governing Law; Jurisdiction; Waiver of Jury Trial. This Agreement shall be governed by the laws of the state of
Delaware. To the fullest extent permitted by law, no suit, action or proceeding with respect to this Agreement may be brought in any court or before any similar authority other than in a court of competent jurisdiction in the State of Delaware, and
the Parties hereto hereby submit to the exclusive jurisdiction of such courts for the purpose of such suit, proceeding or judgment. To the fullest extent permitted by law, each Party hereto irrevocably waives any right it may have had to bring such
an action in any other court, domestic or foreign, or before any similar domestic or foreign authority. Each of the Parties hereto hereby irrevocably and unconditionally waives trial by jury in any legal action or proceeding in relation to this
Agreement and for any counterclaim herein. 
 Section 4.8. Severability. Whenever possible, each provision of this Agreement
shall be interpreted in such manner as to be effective and valid under applicable law, but if any provision of this Agreement is held invalid, illegal or unenforceable in any respect under any applicable law

  
 15 

 
or rule in any jurisdiction, such invalidity, illegality or unenforceability shall not affect any other provision or any other jurisdiction, but this Agreement shall be reformed, construed and
enforced in such jurisdiction as if such invalid, illegal or unenforceable provision had never been contained herein. 
 Section 4.9.
Enforcement. Each Party hereto acknowledges that money damages would not be an adequate remedy in the event that any of the covenants or agreements in this Agreement are not performed in accordance with its terms, and it is therefore agreed
that in addition to and without limiting any other remedy or right it may have, the non-breaching Party will have the right to an injunction, temporary restraining order or other equitable relief in any court
of competent jurisdiction enjoining any such breach and enforcing specifically the terms and provisions hereof. 
 Section 4.10. No
Third-Party Beneficiaries. This Agreement shall be solely for the benefit of the Parties and no other Person or entity shall be a third-party beneficiary hereof. 

Section 4.11. Counterparts; Facsimile Signatures. This Agreement may be executed in any number of counterparts, each of which
shall be an original, but all of which together shall constitute one instrument. This Agreement may be executed by facsimile signature(s). 

[Signature pages follow] 

  
 16 

 IN WITNESS WHEREOF, the parties have duly executed this Agreement as of the day and year
first above written. 
  

			
	“PUBCO”
	
	MEDIAALPHA, INC.

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

 
			
	“COMPANY”
	
	QL HOLDINGS LLC

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

 
			
	“INTERMEDIATE HOLDCO”
	
	GUILFORD HOLDINGS, INC.

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

 
			
	“QL LLC”
	
	QUOTELAB, LLC

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

			
	“WTM”:
	
	 WHITE MOUNTAINS INVESTMENTS

(LUXEMBOURG) S.A. R.L.

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

			
	“WMIG”:
	
	WHITE MOUNTAINS INSURANCE GROUP, LTD.

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization
Agreement] 

			
	“INSIGNIA”:
	
	INSIGNIA QL HOLDINGS, LLC

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	
	
	INSIGNIA A QL HOLDINGS, LLC

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

			
	“MANAGEMENT PARTIES”
	
	STEVEN YI

 
			
		
	By:	 	  

 
			
	
	EUGENE NONKO

 
			
		
	By:	 	  

 
			
	
	AMBROSE WANG

 
			
		
	By:	 	  

 
			
	
	OBF INVESTMENTS, LLC

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 
			
	
	O.N.E. HOLDINGS LLC

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	
	
	WANG FAMILY INVESTMENTS LLC

 
			
		
	By:	 	  

	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

			
	QUOTELAB HOLDINGS, INC.

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	
	
	KEITH CRAMER

 
			
		
	By:	 	  

 
			
	
	TIGRAN SINANYAN

 
			
		
	By:	 	  

 
			
	
	LANCE MARTINEZ

 
			
		
	By:	 	  

 
			
	
	BRIAN MIKALIS

 
			
		
	By:	 	  

 
			
	
	ROBERT PERINE

 
			
		
	By:	 	  

 
			
	
	JEFFREY SWEETSER

 
			
		
	By:	 	  

 [Signature Page to Reorganization Agreement] 

			
	SERGE TOPJIAN

 
			
		
	By:	 	  

 
			
	
	AMY YEH

 
			
		
	By:	 	  

 [Signature Page to Reorganization Agreement] 

			
	“LEGACY PROFITS INTEREST HOLDERS”
	
	[LPIHs]

 
			
		
	By:	 	  

 
			
	Name:	 	
	Title:	 	

 [Signature Page to Reorganization Agreement] 

 List of Omitted Exhibits and Schedules 

The following exhibits and schedules to this Agreement have not been provided herein: 

Schedule I – Pre-IPO LLC Member Schedule 

Schedule II – LPIH Contribution Schedule 
 Exhibit A –
Form of Amended and Restated Certificate of Incorporation (see Exhibit 3.1 to Amendment No. 1 to Form S-1 filed herewith) 

Exhibit B – Form of Amended and Restated By-laws (see Exhibit 3.2 to Amendment No. 1 to Form S-1 filed herewith) 
 Exhibit C – Form of Fourth Amendment and Restated LLC Agreement (see Exhibit 10.2 to Amendment
No. 1 to Form S-1 filed herewith) 
 Exhibit D – Form of Contribution Agreement 

Exhibit E – Form of Contribution Agreement 
 Exhibit F
– Form of Contribution Agreement 
 Exhibit G – Form of Subscription Agreement 

Exhibit H – Form of Exchange Agreement (see Exhibit 10.4 to Amendment No. 1 to Form S-1 filed herewith) 

Exhibit I – Form of Tax Receivables Agreement (see Exhibit 10.3 to Amendment No. 1 to Form S-1 filed
herewith) 
 Exhibit J – Form of Stockholders Agreement (see Exhibit 10.5 to Amendment No. 1 to Form S-1
filed herewith) 
 Exhibit K – Form of Registration Rights Agreement (see Exhibit 4.2 to Amendment No. 1 to Form
S-1 filed herewith) 
 Exhibit L – Form of Purchase Agreement 

Exhibit M – Form of Contribution Agreement 
 Exhibit N
– Form of Purchase Agreement 
 Exhibit O – Form of Contribution Agreement 

The undersigned registrant hereby undertakes to furnish supplementally a copy of any omitted exhibit or schedule to the Securities and Exchange Commission
upon request.EX-10.14

 Exhibit 10.14 

MEDIAALPHA, INC. 
 2020 OMNIBUS
INCENTIVE PLAN 
 SECTION 1. Purpose. The purpose of this MediaAlpha, Inc. 2020 Omnibus Incentive Plan (the “Plan”)
is to promote the interests of the Company and its stockholders by (a) attracting and retaining exceptional directors, officers, employees and consultants (including prospective directors, officers, employees and consultants) of the Company and
its Affiliates and (b) enabling such individuals to participate in the long-term growth and financial success of the Company. 

SECTION 2. Definitions. As used herein, the following terms shall have the meanings set forth below: 

“Affiliate” means (a) any entity that, directly or indirectly, is controlled by, controls or is under common control
with, the Company and/or (b) any entity in which the Company has a significant equity interest, in either case as determined by the Committee. For the avoidance of doubt, as of the Effective Date, QL Holdings is an Affiliate. 

“Applicable Exchange” means the New York Stock Exchange or any other national stock exchange or quotation system on which the
Shares may be listed or quoted. 
 “Award” means any award that is permitted under Section 6 and granted under the
Plan. 
 “Award Agreement” means any written or electronic agreement, contract or other instrument or document evidencing
any Award, which may (but need not) require execution or acknowledgment by a Participant. 
 “Board” means the Board of
Directors of the Company. 
 “Cash Incentive Award” means an Award (a) granted pursuant to Section 6(f), (b) that
is settled in cash and (c) the value of which is set by the Committee and is not calculated by reference to the Fair Market Value of a Share. 

“Cause” means, as to any Participant, unless the applicable Award Agreement states otherwise, “Cause” (or words of
similar import) as such term may be defined in any Service Relationship Agreement in effect at the time of the termination of the Participant’s Service Relationship, or, if there is no such Service Relationship Agreement or such term is not
defined therein, “Cause” means any of the following, as determined by the Committee in good faith: (a) the Participant’s (i) plea of guilty or nolo contendere to, or indictment for, any felony or (ii) conviction
of a crime involving moral turpitude that has had or could reasonably be expected to have a material adverse effect on the Company or any Subsidiary, (b) the Participant’s commitment of an act of fraud, embezzlement, misappropriation or
breach of fiduciary duty against the Company or any Subsidiary, (c) the Participant’s failure for any reason after ten (10) days written notice thereof to correct or cease any refusal or willful failure to comply with the lawful,
reasonably appropriate requirement of the Company or any Subsidiary, as communicated by the Participant’s supervisor, the Chief Executive Officer of the Company or the Board in writing, (d) the Participant’s chronic absence from work
other than for medical reasons, (e) the Participant’s use of illegal drugs that has materially affected the performance of the Participant’s duties, (f) gross negligence or willful misconduct in the Participant’s duties that
has caused substantial injury to the Company or any Subsidiary or (g) the Participant’s breach of any material provision of any Award Agreement or any Service Relationship Agreement. 

 “Change of Control” means the occurrence of any of the following events:

 (a) a merger, reorganization, consolidation or similar form of business transaction directly involving the Company or
indirectly involving the Company through one or more intermediaries unless, immediately following such transaction, more than 50% of the voting power of the then outstanding voting stock or other equities of the Person resulting from consummation of
the transaction (which Person may be any parent or ultimate parent corporation that as a result of the transaction owns directly or indirectly the Company and all or substantially all of the Company’s assets) entitled to vote generally in
elections of directors of such Person is held by the existing Company stockholders (determined immediately prior to the transaction and related transactions); 

(b) a transaction in which the Company, directly or indirectly, sells, assigns, conveys, transfers, leases or otherwise
disposes of all or substantially all of its assets to another Person other than an Affiliate of the Company; 
 (c) a
transaction in which a Person (other than any Principal Stockholder or any its Affiliates, any employee benefit plan of the Company or an Affiliate, or any trustee or other fiduciary holding securities under an employee benefit plan of the Company
or an Affiliate) is or becomes the beneficial owner (as defined in Rule 13d-3 of the Exchange Act), directly or indirectly, of securities of the Company representing more than 50% of the outstanding voting
power of the Company’s then outstanding voting securities; 
 (d) a transaction in which individuals who constitute the
Board (the “Incumbent Directors”) cease for any reason to constitute at least a majority of the Board, provided that any individual becoming a director subsequent to the Effective Date whose election or nomination for
election either (i) is contemplated by a written agreement among stockholders of the Company on the Effective Date or (ii) was approved by a vote of at least two-thirds of the Incumbent Directors
then on the Board (either by a specific vote or by approval of the proxy statement of the Company in which the individual is named as a nominee for director, without written objection to such nomination) will be an Incumbent Director;
provided, however, that no individual initially elected or nominated as a director of the Company as a result of an actual or threatened election contest with respect to directors or as a result of any other actual or threatened
solicitation of proxies or consents by or on behalf of any Person other than the Board will be deemed to be an Incumbent Director; or 

(e) the liquidation or dissolution of the Company. 

  
 2 

 Notwithstanding anything to the contrary herein or in any Award Agreement, (1) a Change
of Control will not be deemed to have occurred by virtue of the consummation of any transaction or series of integrated transactions immediately following which the holders of the shares of the Company immediately prior to the transaction or series
of transactions continue to have substantially the same proportionate ownership and voting power in an entity which owns all or substantially all of the assets of the Company immediately following the transaction or series of transactions and
(2) with respect to an Award that constitutes deferred compensation within the meaning of Section 409A of the Code, payment or settlement of such Award may accelerate upon a Change of Control for purposes of the Plan or any Award Agreement
only if such Change of Control also constitutes a “change in ownership”, “change in effective control”, or “change in the ownership of a substantial portion of the Company’s assets” as defined under
Section 409A of the Code (it being understood that vesting of the Award may accelerate upon a Change of Control, even if payment or settlement of the Award may not accelerate pursuant to this sentence). 

“Code” means the Internal Revenue Code of 1986, as amended from time to time, or any successor statute thereto, and the
regulations promulgated thereunder. 
 “Committee” means the Compensation Committee of the Board or a subcommittee thereof,
or such other committee of the Board as may be designated by the Board to administer the Plan (or to administer certain types of Awards granted under the Plan, such as Awards made to Non-Employee Directors).

 “Company” means MediaAlpha, Inc., a Delaware corporation, together with any successor thereto. 

“Deferred Share Unit” means a deferred share unit Award that represents an unfunded and unsecured promise to deliver Shares
in accordance with the terms of the applicable Award Agreement. 
 “Disability” (or the correlative “Disabled”)
means, as to any Participant, unless the applicable Award Agreement states otherwise, “Disability” (or words of similar import) as such term may be defined in any Service Relationship Agreement in effect at the time of the termination of
the Participant’s Service Relationship, or, if there is no such Service Relationship Agreement or such term is not defined therein, “Disability” means a determination that the Participant is disabled in accordance with a long-term
disability insurance program maintained by the Company or a determination by the U.S. Social Security Administration that the Participant is totally disabled. Notwithstanding the foregoing, if payment or settlement of an Award subject to
Section 409A of the Code is to be accelerated solely as a result of a Participant’s Disability, the applicable “Disability” must also constitute a “Disability” as defined in Section 409A of the Code. 

“Effective Date” means the effective date of the Plan, as described in Section 10(a). 

“Exchange Act” means the Securities Exchange Act of 1934, as amended from time to time, or any successor statute thereto, and
the regulations promulgated thereunder. 
 “Exercise Price” means (a) in the case of each Option, the price specified
in the applicable Award Agreement as the price-per-Share at which Shares may be purchased pursuant to such Option or (b) in the case of each SAR, the price
specified in the applicable Award Agreement as the reference price-per-Share used to calculate the amount payable to the Participant pursuant to such SAR. 

  
 3 

 “Fair Market Value” means, except as otherwise provided in the applicable
Award Agreement, (a) with respect to any property other than Shares, the fair market value of such property determined by such methods or procedures as shall be established from time to time by the Committee and (b) with respect to Shares,
as of any date, (i) the closing per-share sales price of Shares as reported by the Applicable Exchange for such stock exchange for such date or if there were no sales on such date, on the closest
preceding date on which there were sales of Shares or (ii) in the event there shall be no public market for the Shares on such date, the fair market value of the Shares as determined in good faith by the Committee; provided, as to any
Awards granted on or as of the date of the pricing of the Company’s initial public offering, “Fair Market Value” shall be equal to the per share price the Shares are offered to the public in connection with such initial public
offering. 
 “Incentive Stock Option” means an option to purchase Shares from the Company that (a) is granted under
Section 6(b) of the Plan and (b) is intended to qualify for special Federal income tax treatment pursuant to Sections 421 and 422 of the Code, as now constituted or subsequently amended, or pursuant to a successor provision of the Code,
and which is so designated in the applicable Award Agreement. 
 “Non-Employee
Director” means a member of the Board who is neither an employee of the Company nor an employee of any Affiliate. 

“Nonqualified Stock Option” means an option to purchase Shares from the Company that (a) is granted under
Section 6(b) of the Plan and (b) is not an Incentive Stock Option. 
 “Option” means an Incentive Stock Option or
a Nonqualified Stock Option or both, as the context requires. 
 “Participant” means any director, officer, employee or
consultant (including any prospective director, officer, employee or consultant) of the Company or its Affiliates who is eligible for an Award under Section 5 and who is selected by the Committee to receive an Award under the Plan or who
receives a Substitute Award pursuant to Section 4(c). 
 “Performance Award” means any Award designated by the
Committee as a Performance Award pursuant to Section 6(e) of the Plan. 
 “Performance Goal” means, for a Performance
Period, the one or more goals established by the Committee for the Performance Period. 
 “Performance Period” means the
one or more periods of time as the Committee may select over which the attainment of one or more Performance Goals will be measured for the purpose of determining a Participant’s right to and the payment of a Performance Award. 

“Person” means any individual, corporation, firm, partnership, joint venture, limited liability company, estate, trust,
business association, organization, governmental entity or other entity, or a “group” within the meaning of Section 13(d)(3) or Section 14(d)(2) of the Exchange Act. 

“Plan” has the meaning specified in Section 1. 

  
 4 

 “Principal Stockholder” has the meaning as set forth in MediaAlpha,
Inc.’s Amended and Restated Certificate of Incorporation. 
 “QL Holdings” means QL Holdings LLC, a Delaware limited
liability company. 
 “Restricted Share” means a Share that is granted under Section 6(d) of the Plan that is subject
to certain transfer restrictions, forfeiture provisions and/or other terms and conditions specified herein and in the applicable Award Agreement. 

“RSU” means a restricted stock unit Award that is granted under Section 6(d) of the Plan and is designated as such in
the applicable Award Agreement and that represents an unfunded and unsecured promise to deliver Shares, cash, other securities, other Awards or other property in accordance with the terms of the applicable Award Agreement. 

“Rule 16b-3” means Rule 16b-3 as promulgated
and interpreted by the SEC under the Exchange Act or any successor rule or regulation thereto as in effect from time to time. 

“SAR” means a stock appreciation right Award that is granted under Section 6(c) of the Plan and that represents an
unfunded and unsecured promise to deliver Shares, cash, other securities, other Awards or other property equal in value to the excess, if any, of the Fair Market Value per Share over the Exercise Price per Share of the SAR, subject to the terms of
the applicable Award Agreement. 
 “SEC” means the Securities and Exchange Commission or any successor thereto and shall
include the staff thereof. 
 “Service Relationship” means, as to any Participant, the Participant’s employment with
or contractual service to the Company or any Subsidiary, whether in the capacity of an employee, officer, director, manager, advisor or independent contractor. Unless otherwise determined by the Committee, a Participant’s Service Relationship
shall not be deemed to have terminated merely because of a change in the capacity in which the Participant renders service to the Company or any Subsidiary, or a transfer between locations of the Company or any Subsidiary (or one Subsidiary to
another Subsidiary), or a transfer between the Company and any Subsidiary (or one Subsidiary to another Subsidiary); provided, that there is no interruption or other termination of the Service Relationship. Subject to the foregoing and
Section 7, the Committee, in its sole discretion, shall determine whether the Participant’s Service Relationship has terminated and the effective date of such termination. 

“Service Relationship Agreement” means, as to any Participant, any employment, independent contractor other agreement with
respect to the Participant’s Service Relationship, or any agreement regarding confidentiality or assignment of intellectual rights to the Company or any Subsidiary in connection with such Service Relationship. 

“Shares” means shares of Class A Common Stock of the Company, par value $0.01 per share, or such other securities of the
Company (a) into which such shares shall be changed by reason of a recapitalization, merger, consolidation, split-up, combination, exchange of shares or other similar transaction, or (b) as may be
determined by the Committee pursuant to Section 4(b). 

  
 5 

 “Subsidiary” means any entity in which the Company, directly or indirectly,
possesses fifty percent (50%) or more of the total combined voting power of all classes of its stock. For the avoidance of doubt, as of the Effective Date, QL Holdings is a Subsidiary. 

“Substitute Awards” has the meaning specified in Section 4(c). 

“Treasury Regulations” means all proposed, temporary and final regulations promulgated under the Code, as such regulations
may be amended from time to time (including corresponding provisions of succeeding regulations). 
 SECTION 3. Administration.
(a) Composition of the Committee. The Plan shall be administered by the Committee, which shall be composed of one or more directors, as determined by the Board; provided that, to the extent necessary to comply with the rules of
the Applicable Exchange, Rule 16b-3 and any other applicable laws or rules, unless the Board determines otherwise, the Committee shall be composed of two or more directors, all of whom shall be Non-Employee Directors and all of whom shall meet the independence requirements of the Applicable Exchange. 

(b) Authority of the Committee. Subject to the terms of the Plan and applicable law, and in addition to the other express powers and
authorizations conferred on the Committee by the Plan, the Committee shall have sole and plenary authority to administer the Plan, including the authority to (i) designate Participants, (ii) determine the type or types of Awards to be
granted to a Participant, (iii) determine the number of Shares or dollar value to be covered by, or with respect to which payments, rights or other matters are to be calculated in connection with, Awards, (iv) determine the terms and
conditions of any Awards, (v) determine the vesting schedules of Awards and, if certain performance criteria must be attained in order for an Award to vest or be settled or paid, establish such performance criteria and certify whether, and to
what extent, such performance criteria have been attained, (vi) determine whether, to what extent and under what circumstances Awards may be settled or exercised in cash, Shares, other securities, other Awards or other property, or canceled,
forfeited or suspended and the method or methods by which Awards may be settled, exercised, canceled, forfeited or suspended, (vii) determine whether, to what extent and under what circumstances cash, Shares, other securities, other Awards,
other property and other amounts payable with respect to an Award shall be deferred either automatically or at the election of the holder thereof or of the Committee, (viii) interpret, administer, reconcile any inconsistency in, correct any
default in and/or supply any omission in, the Plan and any instrument or agreement relating to, or Award made under, the Plan, (ix) establish, amend, suspend or waive such rules and regulations and appoint such agents as it shall deem
appropriate for the proper administration of the Plan, (x) accelerate the vesting or exercisability of, payment for or lapse of restrictions on, Awards, (xi) amend an outstanding Award or grant a replacement Award for an Award previously
granted under the Plan if, in its discretion, the Committee determines that (A) the tax consequences of such Award to the Company or the Participant differ from those consequences that were expected to occur on the date the Award was granted or
(B) clarifications or interpretations of, or changes to, tax law or regulations permit Awards to be granted that have more favorable tax consequences than initially anticipated and (xii) make any other determination and take any other
action that the Committee deems necessary or desirable for the administration of the Plan. 

  
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 (c) Committee Decisions. Unless otherwise expressly provided in the Plan, all
designations, determinations, interpretations and other decisions under or with respect to the Plan or any Award shall be within the discretion of the Committee, may be made at any time and shall be final, conclusive and binding upon all Persons,
including the Company, any Affiliate, any Participant, any holder or beneficiary of any Award and any stockholder. 
 (d)
Indemnification. No member of the Board, the Committee or any employee of the Company to whom authority has been delegated under the Plan (each such individual, a “Covered Person”) shall be liable for any action taken or
omitted to be taken or any determination made in good faith with respect to the Plan or any Award. Each Covered Person shall be indemnified and held harmless by the Company from and against (i) any loss, cost, liability or expense (including
attorneys’ fees) that may be imposed upon or incurred by such Covered Person in connection with or resulting from any action, suit or proceeding to which such Covered Person may be a party or in which such Covered Person may be involved by
reason of any action taken or omitted to be taken under the Plan or any Award Agreement and (ii) any and all amounts paid by such Covered Person, with the Company’s approval, in settlement thereof, or paid by such Covered Person in
satisfaction of any judgment in any such action, suit or proceeding against such Covered Person; provided that the Company shall have the right, at its own expense, to assume and defend any such action, suit or proceeding, and, once the
Company gives notice of its intent to assume the defense, the Company shall have sole control over such defense with counsel of the Company’s choice. The foregoing right of indemnification shall not be available to a Covered Person to the
extent that a court of competent jurisdiction in a final judgment or other final adjudication, in either case not subject to further appeal, determines that the acts or omissions of such Covered Person giving rise to the indemnification claim
resulted from such Covered Person’s bad faith, fraud or willful criminal act or omission or that such right of indemnification is otherwise prohibited by law or by the Company’s Certificate of Incorporation or Bylaws, in each case, as may
be amended from time to time. The foregoing right of indemnification shall not be exclusive of any other rights of indemnification to which Covered Persons may be entitled under the Company’s Certificate of Incorporation or Bylaws, as a matter
of law, or otherwise, or any other power that the Company may have to indemnify such persons or hold them harmless. 
 (e) Delegation of
Authority to Senior Officers. The Committee may delegate, on such terms and conditions as it determines in its discretion, to one or more senior officers of the Company the authority to make grants of Awards to officers (other than any officer
subject to Section 16 of the Exchange Act), employees and consultants of the Company and its Affiliates (including any prospective officer (other than any such officer who is expected to be subject to Section 16 of the Exchange Act),
employee or consultant) and all necessary and appropriate decisions and determinations with respect thereto. 
 (f) Awards to
Directors. Notwithstanding anything to the contrary contained herein, the Board may, in its discretion, at any time and from time to time, grant Awards to Non-Employee Directors or administer the Plan with
respect to such Awards. In any such case, the Board shall have all the authority and responsibility granted to the Committee herein. 

  
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 SECTION 4. Shares Available for Awards; Cash Payable Pursuant to Awards.
(a) Shares and Cash Available. (i) Subject to adjustment as provided in Section 4(b), the maximum aggregate number of Shares that may be delivered pursuant to Awards granted under the Plan shall be equal to [●] (the
“Plan Share Limit”). The number of Shares available under the Plan Share Limit shall automatically increase as of January 1 of each calendar year beginning with January 1, 2021 and continuing until (and including)
January 1, 2030, with such annual increase equal to the lesser of (A) 5% of the total number of Shares issued and outstanding on December 31 of the calendar year immediately preceding the date of such increase and (B) an amount
determined by the Board (which may be zero). Awards that are required to be settled in cash will not count against the Plan Share Limit. 

(ii) If any Award granted under the Plan is (A) forfeited, or otherwise expires, terminates or is canceled without the
delivery of all Shares subject thereto, or (B) settled other than wholly by delivery of Shares (including cash settlement), then, in the case of clauses (A) and (B), the number of Shares subject to such Award that were not issued with
respect to such Award will not be treated as issued and will not count against the Plan Share Limit. If Shares issued upon vesting, settlement or exercise of an Award are, or Shares owned by a Participant are, surrendered or tendered to the Company
in payment of any taxes required to be withheld in respect of such Award or payment of the exercise price of an Option, in each case, in accordance with the terms and conditions of the Plan and any applicable Award Agreement, such surrendered or
tendered Shares shall again become available to be delivered pursuant to Awards under the Plan; provided, however, that in no event shall such Shares increase the Plan ISO Limit (defined below). 

(iii) Notwithstanding anything to the contrary in Section 4(a)(i), but subject to adjustment under Section 4(b), the
following special limits shall apply to Shares available for Awards under the Plan: 
 (A) the maximum aggregate number of Shares that may
be delivered pursuant to Incentive Stock Options granted under the Plan shall be equal to [●] (such amount, the “Plan ISO Limit”); and 

(B) the maximum number of Shares subject to Awards granted during a single calendar year to any
Non-Employee Director, taken together with any cash fees paid during the calendar year to the Non-Employee Director in respect of the
Non-Employee Director’s service as a member of the Board (including service as a member or chair of any regular committees of the Board), shall not exceed $750,000 in total value (calculating the value of
any such Awards based on the grant date fair value of such Awards for financial reporting purposes); provided, that the Board may make exceptions to such limit for a non-executive chair of the Board or,
in extraordinary circumstances, for other individual Non-Employee Directors, as the Board may determine in its discretion, so long as the Non-Employee Director receiving
such additional compensation does not participate in the decision to award such compensation. 
 (b) Adjustments for Changes in
Capitalization and Similar Events. (i) In the event of any extraordinary dividend or other extraordinary distribution (whether in the form of cash, Shares, other securities or other property), recapitalization, rights offering, stock split,
reverse stock split, split-up or spin-off, the Committee shall equitably adjust any or all of (A) the number of Shares

  
 8 

 
or other securities of the Company (or number and kind of other securities or property) with respect to which Awards may be granted, including (1) Plan Share Limit and (2) the Plan ISO
Limit, and (B) the terms of any outstanding Award, including (1) the number of Shares or other securities of the Company (or number and kind of other securities or property) subject to outstanding Awards or to which outstanding Awards
relate and (2) the Exercise Price, if applicable, with respect to any Award; provided, however, that the Committee shall determine the method and manner in which to effect such equitable adjustment. 

(ii) In the event that the Committee determines in its discretion that an adjustment is appropriate or desirable upon
(A) any reorganization, merger, consolidation, combination, repurchase or exchange of Shares or other securities of the Company, issuance of warrants or other rights to purchase Shares or other securities of the Company, or other similar
corporate transaction or event affecting the Shares or the financial statements of the Company or any Affiliate (including any Change of Control), or (B) any changes in applicable rules, rulings, regulations or other requirements of any
governmental body or securities exchange, accounting principles or law, then the Committee may (1) in such manner as it may deem appropriate or desirable, equitably adjust any or all of (X) the number of Shares or other securities of the
Company (or number and kind of other securities or property) with respect to which Awards may be granted, including the Plan Share Limit and the Plan ISO Limit, and (Y) the terms of any outstanding Award, including the number of Shares or other
securities of the Company (or number and kind of other securities or property) subject to outstanding Awards or to which outstanding Awards relate; the Exercise Price, if applicable, with respect to any Award; and any performance goal, target or
measure, as applicable, (2) make provision for a cash payment to the holder of an outstanding Award in consideration for the cancelation of such Award, including, in the case of an outstanding Option or SAR, a cash payment to the holder of such
Option or SAR in consideration for the cancelation of such Option or SAR in an amount equal to the excess, if any, of the Fair Market Value (as of a date specified by the Committee) of the Shares subject to such Option or SAR over the aggregate
Exercise Price of such Option or SAR, (3) if deemed appropriate or desirable by the Committee, cancel and terminate any Option or SAR having a per-Share Exercise Price equal to, or in excess of, the Fair
Market Value of a Share subject to such Option or SAR (as of a date specified by the Committee) without any payment or consideration therefor, or (4) provide for a substitution or assumption of Awards, accelerating the exercisability of, lapse
of restrictions on, or termination of, Awards or providing for a period of time for exercise prior to the occurrence of such event. 

(iii) Except as otherwise determined by the Committee, any adjustment in Incentive Stock Options under this Section 4(b)
(other than any cancellation of Incentive Stock Options) shall be made only to the extent not constituting a “modification” within the meaning of Section 424(h)(3) of the Code, and any adjustments under this Section 4(b) shall be
made in a manner which does not adversely affect the exemption provided pursuant to Rule 16b-3 under the Exchange Act. The Company shall give each Participant notice of an adjustment under this
Section 4(b) and, upon such notice, such adjustment shall be conclusive and binding for all purposes. 

  
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 (c) Substitute Awards. Awards may, in the discretion of the Committee, be granted
under the Plan in assumption of, or in substitution for, outstanding awards previously granted by a company acquired by the Company or any of its Affiliates or with which the Company or any of its Affiliates combines (“Substitute
Awards”). The number of Shares underlying any Substitute Awards shall not be counted against the Plan Share Limit; provided, that Substitute Awards issued or intended as “incentive stock options” within the meaning of
Section 422 of the Code shall be counted against the Plan ISO Limit. Additionally, in the event that a company acquired by the Company or any Affiliate or with which the Company or any Affiliate combines has shares available under a pre-existing plan approved by stockholders and not adopted in contemplation of such acquisition or combination, the shares available for grant pursuant to the terms of such
pre-existing plan (as adjusted, to the extent appropriate, using the exchange ratio or other adjustment or valuation ratio or formula used in such acquisition or combination to determine the consideration
payable to the holders of common stock of the entities party to such acquisition or combination) may be used for Awards under the Plan and shall not count against the Plan Share Limit; provided that Awards using such available shares shall
not be made after the date awards or grants could have been made under the terms of the pre-existing plan, absent the acquisition or combination, and shall only be made to individuals who were not employees of
the Company and its Affiliates or members of the Board prior to such acquisition or combination. 
 (d) Sources of Shares Deliverable
under Awards. Any Shares delivered pursuant to an Award may consist, in whole or in part, of authorized and unissued Shares or of treasury Shares. 

SECTION 5. Eligibility. Any director, officer, employee or consultant (including any prospective director, officer, employee or
consultant) of the Company or any of its Affiliates shall be eligible to be designated a Participant. 
 SECTION 6. Awards.
(a) Types of Awards. Awards may be made under the Plan in the form of (i) Options, (ii) SARs, (iii) Restricted Shares, (iv) RSUs, (v) Performance Awards, (vi) Cash Incentive Awards, (vii) Deferred Share Units and
(viii) other equity-based or equity-related Awards that the Committee determines are consistent with the purpose of the Plan and the interests of the Company. Awards may be granted in tandem with other Awards. No Incentive Stock Option (other
than an Incentive Stock Option that may be assumed or issued by the Company in connection with a transaction to which Section 424(a) of the Code applies) may be granted to a person who is ineligible to receive an Incentive Stock Option under
the Code. 
 (b) Options. (i) Grant. Subject to the provisions of the Plan, the Committee shall have sole and plenary
authority to determine (A) the Participants to whom Options shall be granted, (B) subject to Section 4(a), the number of Shares subject to each Option to be granted to each Participant, (C) whether each Option shall be an
Incentive Stock Option or a Nonqualified Stock Option and (D) the terms and conditions of each Option, including the vesting criteria, term, methods of exercise and methods and form of settlement. In the case of Incentive Stock Options, the
terms and conditions of such grants shall be subject to and comply with such rules as may be prescribed by Section 422 of the Code and any regulations related thereto, as may be amended from time to time. Each Option granted under the Plan
shall be a Nonqualified Stock Option unless the applicable Award Agreement expressly states that the Option is intended to be an Incentive Stock Option. If an Option is intended to be an Incentive Stock Option, and if, for any

  
 10 

 
reason, such Option (or any portion thereof) shall not qualify as an Incentive Stock Option, then, to the extent of such nonqualification, such Option (or portion thereof) shall be regarded as a
Nonqualified Stock Option appropriately granted under the Plan, provided that such Option (or portion thereof) otherwise complies with the Plan’s requirements relating to Nonqualified Stock Options. To the extent the aggregate Fair Market Value
(determined as of the date of grant) of Shares for which Incentive Stock Options are exercisable for the first time by any Participant during any calendar year (under all plans of the Company) exceeds $100,000, such excess Incentive Stock Options
shall be treated as Nonqualified Stock Options. 
 (ii) Exercise Price. The Exercise Price of each Share covered by
each Option shall be not less than 100% of the Fair Market Value of such Share, determined as of the date the Option is granted; provided, however, that the Exercise Price of each Share covered by a Substitute Award granted as an
Option shall be determined in accordance with Section 409A of the Code and may be less than 100% of the Fair Market Value of such Share as of the date of the assumption or substitution of such Option; provided, further, that in
the case of each Incentive Stock Option granted to an employee who, immediately before the grant of such Option, owns stock representing more than 10% of the voting power of all classes of stock of the Company or any Affiliate, the per-Share Exercise Price shall be no less than 110% of the Fair Market Value per Share on the date of the grant. 

(iii) Vesting and Exercise. Each Option shall be vested and exercisable at such times, in such manner and subject to
such terms and conditions as the Committee may, in its discretion, specify in the applicable Award Agreement or thereafter. Except as otherwise specified by the Committee in the applicable Award Agreement, each Option may only be exercised to the
extent that it has already vested at the time of exercise. The vesting schedule shall be specified by the Committee in the applicable Award Agreement. Each Option shall be deemed to be exercised when written or electronic notice of such exercise has
been given to the Company in accordance with the terms of the Award by the person entitled to exercise the Award and full payment pursuant to Section 6(b)(iv) for the Shares with respect to which the Award is exercised has been received by the
Company. Exercise of each Option in any manner shall result in a decrease in the number of Shares that thereafter may be available for sale under the Option and, except as expressly set forth in Sections 4(a) and 4(c), in the number of Shares that
may be available for purposes of the Plan, by the number of Shares as to which the Option is exercised. The Committee may impose such conditions with respect to the exercise of each Option, including any conditions relating to the application of
Federal, state, non-U.S. or local securities laws, as it may deem necessary or advisable. 

(iv) Payment. (A) No Shares shall be delivered pursuant to any exercise of an Option until payment in full of the
aggregate Exercise Price therefor is received by the Company, and the Participant has paid to the Company (or the Company has withheld in accordance with Section 9(d)) an amount equal to any Federal, state, local and foreign income and
employment taxes required to be withheld. Such payments may be made in cash (or its equivalent) or, in the Committee’s discretion, (1) by exchanging Shares owned by the Participant (which are not the subject of any pledge or other security
interest), (2) if there shall be a public market for the Shares at such time, subject to such 

  
 11 

 
rules as may be established by the Committee, through delivery of irrevocable instructions to a broker to sell the Shares otherwise deliverable upon the exercise of the Option and to deliver cash
promptly to the Company, (3) by having the Company withhold Shares from the Shares otherwise issuable pursuant to the exercise of the Option (for the avoidance of doubt, the Shares withheld shall not count against the maximum number of Shares
that may be delivered pursuant to the Awards granted under the Plan (other than with respect to the Plan ISO Limit) as provided in Section 4(a)) or (4) through any other method (or combination of methods) as approved by the Committee;
provided that the combined value of all cash and cash equivalents and the Fair Market Value of any such Shares so tendered to the Company, together with any Shares withheld by the Company in accordance with this Section 6(b)(iv) or
Section 9(d), as of the date of such tender, is at least equal to such aggregate Exercise Price and the amount of any Federal, state, local or foreign income or employment taxes required to be withheld, if applicable. 

(B) Wherever in the Plan or any Award Agreement a Participant is permitted to pay the Exercise Price of an Option or taxes relating to the
exercise of an Option by delivering Shares, the Participant may, subject to procedures satisfactory to the Committee, satisfy such delivery requirement by presenting proof of beneficial ownership of such Shares, in which case the Company shall treat
the Option as exercised without further payment and shall withhold such number of Shares from the Shares acquired by the exercise of the Option. 

(v) Expiration. Except as otherwise set forth in the applicable Award Agreement, each Option shall expire immediately,
without any payment, upon the earlier of (A) the tenth anniversary of the date the Option is granted (or, in the case of an Incentive Stock Option granted to an employee who, immediately before the grant of such Option, owns stock representing
more than 10% of the voting power of all classes of stock of the Company or any Affiliate, the fifth anniversary of the date the Option is granted) and (B) 90 days after the date the Participant who is holding the Option ceases to be a director,
officer, employee or consultant of the Company or one of its Affiliates. Notwithstanding the foregoing, if an Option (other than in the case of an Incentive Stock Option) would expire at a time when trading in the Shares is prohibited by the
Company’s securities trading policy or Company-imposed “blackout period”, the expiration date shall be automatically extended until the 30th day following the expiration of such prohibition (so long as such extension shall not violate
Section 409A of the Code). 
 (c) SARs. (i) Grant. Subject to the provisions of the Plan, the Committee shall have
sole and plenary authority to determine (A) the Participants to whom SARs shall be granted, (B) subject to Section 4(a), the number of SARs to be granted to each Participant, (C) the Exercise Price thereof and (D) the terms
and conditions of each SAR, including the vesting criteria, term, methods of exercise and methods and form of settlement. 

(ii) Exercise Price. The Exercise Price of each Share covered by a SAR shall be not less than 100% of the Fair Market
Value of such Share (determined as of the date the SAR is granted); provided, however, that the Exercise Price of each Share covered by a Substitute Award granted as a SAR shall be determined in accordance with Section 409A of the
Code and may be less than 100% of the Fair Market Value of such Share as of the date of the assumption or substitution of such SAR. 

  
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 (iii) Vesting and Exercise. Each SAR shall entitle the Participant to
receive an amount upon exercise equal to the excess, if any, of the Fair Market Value of a Share on the date of exercise of the SAR over the Exercise Price thereof. The Committee shall determine, in its discretion, whether a SAR shall be settled in
cash, Shares, other securities, other Awards, other property or a combination of any of the foregoing. Each SAR shall be vested and exercisable at such time, in such manner and subject to such terms and conditions as the Committee may, in its
discretion, specify in the applicable Award Agreement or thereafter. The vesting schedule shall be specified by the Committee in the applicable Award Agreement. 

(iv) Substitution SARs. The Committee shall have the ability to substitute, without the consent of the affected
Participant or any holder or beneficiary of SARs, SARs settled in Shares (or SARs settled in Shares or cash in the Committee’s discretion) (“Substitution SARs”) for outstanding Nonqualified Stock Options (“Substituted
Options”); provided that (A) the substitution shall not otherwise result in a modification of the terms of any Substituted Option, (B) the number of Shares underlying the Substitution SARs shall be the same as the number of
Shares underlying the Substituted Options and (C) the Exercise Price of the Substitution SARs shall be equal to the Exercise Price of the Substituted Options. If, in the opinion of the Company’s auditors, this provision creates adverse
accounting consequences for the Company, it shall be considered null and void. 
 (v) Expiration. Except as otherwise
set forth in the applicable Award Agreement, each SAR shall expire immediately, without any payment, upon the earlier of (A) the tenth anniversary of the date the SAR is granted and (B) 90 days after the date the Participant who is holding the
Option ceases to be a director, officer, employee or consultant of the Company or one of its Affiliates. Notwithstanding the foregoing, if a SAR would expire at a time when trading in the Shares is prohibited by the Company’s securities trading
policy or Company-imposed “blackout period”, the expiration date shall be automatically extended until the 30th day following the expiration of such prohibition (so long as such extension shall not violate Section 409A of the Code).

 (d) Restricted Shares and RSUs. (i) Grant. Subject to the provisions of the Plan, the Committee shall have sole and
plenary authority to determine (A) the Participants to whom Restricted Shares and RSUs shall be granted, (B) subject to Section 4(a), the number of Restricted Shares and RSUs to be granted to each Participant, (C) the duration of
the period during which, and the conditions, if any, under which, the Restricted Shares and RSUs may vest or may be forfeited to the Company and (D) the terms and conditions of each such Award, including the vesting criteria, term and methods
and form of settlement. 
 (ii) Transfer Restrictions. Restricted Shares and RSUs may not be sold, assigned,
transferred, pledged or otherwise encumbered except as provided in the Plan or as may be provided in the applicable Award Agreement; provided, however, that the Committee may, in its discretion, determine that Restricted Shares and
RSUs may be transferred by 

  
 13 

 
the Participant for no consideration. Each Restricted Share may be evidenced in such manner as the Committee shall determine. If certificates representing Restricted Shares are registered in the
name of the applicable Participant, such certificates must bear an appropriate legend referring to the terms, conditions and restrictions applicable to such Restricted Shares, and the Company may, at its discretion, retain physical possession of
such certificates until such time as all applicable restrictions lapse. 
 (iii) Payment/Lapse of Restrictions. Each
RSU shall be granted with respect to a specified number of Shares (or a number of Shares determined pursuant to a specified formula) or shall have a value equal to the Fair Market Value of a specified number of Shares (or a number of Shares
determined pursuant to a specified formula). RSUs shall be paid in cash, Shares, other securities, other Awards or other property, as determined in the discretion of the Committee, upon the lapse of restrictions applicable thereto, or otherwise in
accordance with the applicable Award Agreement. The vesting schedule shall be specified by the Committee in the applicable Award Agreement. 

(e) Performance Awards. The Committee is authorized to designate any Awards as Performance Awards. The Committee may use such business
criteria and other measures of performance as it may deem appropriate in establishing any Performance Goals applicable to a Performance Award and the length of the Performance Period with respect to such Performance Goals. Performance Goals may
differ for Performance Awards granted to any one Participant or to different Participants. In addition, the Committee is authorized at any time, in its discretion, to adjust or modify the calculation of a Performance Goal (A) in the event of,
or in anticipation of, any unusual, infrequently occurring or extraordinary corporate item, transaction, event or development affecting the Company, or any of its Affiliates, Subsidiaries, divisions or operating units (to the extent applicable to
such Performance Goal) or (B) in recognition of, or in anticipation of, any other unusual or nonrecurring events affecting the Company or any of its Affiliates, Subsidiaries, divisions or operating units (to the extent applicable to such
Performance Goal), or the financial statements of the Company or any of its Affiliates, Subsidiaries, divisions or operating units (to the extent applicable to such Performance Goal), or of changes in applicable rules, rulings, regulations or other
requirements of any governmental body or securities exchange, accounting principles, law or business conditions. 
 (f) Cash Incentive
Awards. (i) Grant. Subject to the provisions of the Plan, the Committee, in its discretion, shall have the authority to determine (A) the Participants to whom Cash Incentive Awards shall be granted, (B) subject to
Section 4(a), the amount of Cash Incentive Awards to be granted to each Participant, (C) the duration of the period during which, and the conditions, if any, under which, the Cash Incentive Awards may vest or may be forfeited to the
Company and (D) the other terms and conditions of each Cash Incentive Award. Each Cash Incentive Award shall have an initial value that is established by the Committee at the time of grant. The Committee shall set Performance Goals or other
payment conditions in its discretion, which, depending on the extent to which they are met during a specified Performance Period, shall determine the amount and/or value of the Cash Incentive Award that shall be paid to the Participant. 

  
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 (ii) Earning of Cash Incentive Awards. Subject to the provisions of
the Plan, after the applicable vesting period has ended, the holder of a Cash Incentive Award shall be entitled to receive a payout of the amount of the Cash Incentive Award earned by the Participant over the specified Performance Period, to be
determined by the Committee, in its discretion, as a function of the extent to which the corresponding Performance Goals or other conditions to payment have been achieved. 

(g) Other Stock-Based Awards. Subject to the provisions of the Plan, the Committee shall have the sole and plenary authority to grant to
Participants other equity-based or equity-related Awards (including Deferred Share Units and fully vested Shares) (whether payable in cash, equity or otherwise) in such amounts and subject to such terms and conditions as the Committee shall
determine; provided that any such Awards must comply, to the extent deemed desirable by the Committee, with Rule 16b-3 and applicable law. 

(h) Dividends and Dividend Equivalents. In the discretion of the Committee, an Award, other than an Option, SAR or Cash Incentive Award,
may provide the Participant with dividends or dividend equivalents, payable in cash, Shares, other securities, other Awards or other property, on a current or deferred basis (with any interest thereupon, if provided in the applicable Award
Agreement), on such terms and conditions as may be determined by the Committee in its discretion, including (i) payment directly to the Participant, (ii) withholding of such amounts by the Company subject to vesting of the Award or
(iii) reinvestment in additional Shares, Restricted Shares or other Awards; provided, however, that a Participant shall be eligible to receive dividends or dividend equivalents in respect of any Award that is payable upon the
achievement of Performance Goals only to the extent that (A) the Performance Goals for the relevant Performance Period are achieved and (B) the actual performance as applied against such Performance Goals determines that all or some
portion of such Award has been earned for such Performance Period. 
 SECTION 7. Amendment and Termination. (a) Amendments to
the Plan. Subject to any applicable law, government regulation and the rules of the Applicable Exchange, the Plan may be amended, modified or terminated by the Board without the approval of the stockholders of the Company, except that
stockholder approval shall be required for any amendment that would (i) increase either the Plan Share Limit or the Plan ISO Limit, (ii) change the class of employees or other individuals eligible to participate in the Plan or
(iii) result in the amendment, cancellation or action described in clause (i), (ii) or (iii) of the second sentence of Section 7(b) being permitted without the approval by the Company’s stockholders; provided,
however, that any adjustment under Section 4(b) shall not constitute an increase for purposes of this Section 7(a)(i). No amendment, modification or termination of the Plan may, without the consent of the Participant to whom any
Award shall theretofor have been granted, materially and adversely affect the rights of such Participant (or his or her transferee) under such Award, unless otherwise provided by the Committee in the applicable Award Agreement. 

(b) Amendments to Awards. The Committee may waive any conditions or rights under, amend any terms of, or alter, suspend, discontinue,
cancel or terminate any Award theretofor granted, prospectively or retroactively; provided, however, that, except as set forth in the Plan, unless otherwise provided by the Committee in the applicable Award Agreement, any such waiver,
amendment, alteration, suspension, discontinuance, cancelation or termination that 

  
 15 

 
would materially and adversely affect the rights of any Participant or any holder or beneficiary of any Award theretofor granted shall not to that extent be effective without the consent of the
applicable Participant, holder or beneficiary. Notwithstanding the preceding sentence, in no event may any Option or SAR (i) be amended to decrease the Exercise Price thereof, (ii) be canceled at a time when its Exercise Price exceeds the
Fair Market Value of the underlying Shares in exchange for another Option or SAR or any Restricted Share, RSU, other equity-based Award, award under any other equity-compensation plan or any cash payment or (iii) be subject to any action that
would be treated, for accounting purposes, as a “repricing” of such Option or SAR, unless such amendment, cancelation or action is approved by the Company’s stockholders. For the avoidance of doubt, an adjustment to the Exercise Price
of an Option or SAR that is made in accordance with Section 4(b) or Section 8 shall not be considered a reduction in Exercise Price or “repricing” of such Option or SAR. 

SECTION 8. Change of Control. 

(a) Unless otherwise provided in the applicable Award Agreement, in the event of a Change of Control in which no provision is made for
(1) assumption of Awards previously granted or (2) substitution for such Awards of new awards covering stock of a successor corporation or its “parent corporation” (as defined in Section 424(e) of the Code) or
“subsidiary corporation” (as defined in Section 424(f) of the Code) with appropriate adjustments as to the number and kinds of shares and the Exercise Prices, if applicable, (i) any outstanding Options or SARs then held by
Participants that are unexercisable or otherwise unvested shall automatically be deemed exercisable or otherwise vested, as the case may be, as of immediately prior to such Change of Control, and in accordance with Section 4(b), the Committee
shall have authority to (A) make provision for a cash payment to the holder of such Option or SAR in consideration for the cancelation of such Option or SAR in an amount equal to the excess, if any, of the Fair Market Value (as of a date
specified by the Committee) of the Shares subject to such Option or SAR over the aggregate Exercise Price of such Option or SAR or (B) if deemed appropriate or desirable by the Committee, cancel and terminate any Option or SAR having a per-Share Exercise Price equal to, or in excess of, the Fair Market Value of a Share subject to such Option or SAR (as of a date specified by the Committee) without any payment or consideration therefor,
(ii) all Performance Awards and Cash Incentive Awards shall automatically vest as of immediately prior to such Change of Control as if the date of the Change of Control were the last day of the applicable Performance Period, at either the
target or actual level of performance (as determined by the Committee or set forth in the applicable Award Agreement), and shall be paid out as soon as practicable following such Change of Control (in cash, securities or other property) or such
later date as may be required to comply with Section 409A of the Code, and (iii) all other outstanding Awards (i.e., other than Options, SARs, Performance Awards and Cash Incentive Awards) then held by Participants that are
unexercisable, unvested or still subject to restrictions or forfeiture, shall automatically be deemed exercisable and vested and all restrictions and forfeiture provisions related thereto shall lapse as of immediately prior to such Change of Control
and shall be paid out (in cash, securities or other property) within 30 days following such Change of Control or such later date as may be required to comply with Section 409A of the Code. 

  
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 (b) Unless otherwise provided in the applicable Award Agreement, if within 12 months
following a Change of Control in which the acquirer assumes Awards previously granted or substitutes Awards for new awards covering stock of a successor corporation or its “parent corporation” (as defined in Section 424(e) of the
Code) or “subsidiary corporation” (as defined in Section 424(f) of the Code) with appropriate adjustments as to the number and kinds of shares and the Exercise Prices, if applicable, a Participant’s Service Relationship is
terminated by the Company (or its successor) without Cause (other than due to death or Disability), (i) any outstanding Options or SARs then held by such Participant that are unexercisable or otherwise unvested shall automatically be deemed
exercisable or otherwise vested, as the case may be, as of the date of such termination, and shall remain exercisable until the earlier of the expiration of the existing term of such Option or SAR or 90 days following the date of such termination,
(ii) all Performance Awards and Cash Incentive Awards then held by such Participant shall automatically vest as of the date of such termination, as if such date were the last day of the applicable Performance Period, at either the target or
actual level of performance (as determined by the Committee or set forth in the applicable Award Agreement), and such deemed earned amount shall be paid out as soon as practicable following such termination (in cash, securities or other property) or
such later date as may be required to comply with Section 409A of the Code, and (iii) all other outstanding Awards (i.e., other than Options, SARs, Performance Awards and Cash Incentive Awards) then held by such Participant that are
unexercisable, unvested or still subject to restrictions or forfeiture, shall automatically be deemed exercisable and vested and all restrictions and forfeiture provisions related thereto shall lapse as of the date of such termination and shall be
paid out (in cash, securities or other property) as soon as practicable following such date of termination or such later date as may be required to comply with Section 409A of the Code. 

SECTION 9. General Provisions. (a) Nontransferability. Except as otherwise specified in the applicable Award Agreement,
during the Participant’s lifetime, each Award (and any rights and obligations thereunder) shall be exercisable only by the Participant, or, if permissible under applicable law, by the Participant’s legal guardian or representative, and no
Award (or any rights and obligations thereunder) may be assigned, alienated, pledged, attached, sold or otherwise transferred or encumbered by a Participant otherwise than by will or by the laws of descent and distribution, and any such purported
assignment, alienation, pledge, attachment, sale, transfer or encumbrance shall be void and unenforceable against the Company or any Affiliate; provided that (i) the designation of a beneficiary shall not constitute an assignment,
alienation, pledge, attachment, sale, transfer or encumbrance and (ii) the Board or the Committee may permit further transferability, on a general or specific basis, and may impose conditions and limitations on any permitted transferability;
provided, however, that Incentive Stock Options shall not be transferable in any way that would violate Section 1.422-2(a)(2) of the Treasury Regulations and in no event may any Award (or
any rights and obligations thereunder) be transferred in any way in exchange for value. All terms and conditions of the Plan and all Award Agreements shall be binding upon any permitted successors and assigns. 

(b) No Rights to Awards. No Participant or other Person shall have any claim to be granted any Award, and there is no obligation for
uniformity of treatment of Participants or holders or beneficiaries of Awards. The terms and conditions of Awards and the Committee’s determinations and interpretations with respect thereto need not be the same with respect to each Participant
and may be made selectively among Participants, whether or not such Participants are similarly situated. 

  
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 (c) Share Certificates. All certificates for Shares or other securities of the
Company or any Affiliate delivered under the Plan pursuant to any Award or the exercise thereof shall be subject to such stop transfer orders and other restrictions as the Committee may deem advisable under the Plan, the applicable Award Agreement
or the rules, regulations and other requirements of the SEC, the Applicable Exchange and any applicable Federal or state, non-U.S. or local laws, and the Committee may cause a legend or legends to be put on
any such certificates to make appropriate reference to such restrictions. Notwithstanding any other provision of the Plan, unless otherwise determined by the Committee or required by any applicable law, the Company shall not deliver to any
Participant certificates evidencing Shares issued in connection with any Award and instead such Shares shall be recorded in the books of the Company (or, as applicable, its transfer agent or stock plan administrator). 

(d) Withholding. (i) Authority to Withhold. A Participant may be required to pay to the Company or any Affiliate, and the
Company or any Affiliate shall have the right and is hereby authorized to withhold from any Award, from any payment due or transfer made under any Award or under the Plan or from any compensation or other amount owing to a Participant, the amount
(in cash, Shares, other securities, other Awards or other property) of any applicable withholding taxes in respect of an Award, its exercise or any payment or transfer under an Award or under the Plan and to take such other action as may be
necessary in the opinion of the Committee or the Company to satisfy all obligations for the payment of such taxes. 
 (ii)
Alternative Ways To Satisfy Withholding Liability. Without limiting the generality of Section 9(d)(i), the Committee may determine that a Participant shall satisfy, in whole or in part, the foregoing withholding liability by delivery of
Shares owned by the Participant (which are not subject to any pledge or other security interest) having a Fair Market Value equal to such withholding liability or by having the Company withhold from the number of Shares otherwise issuable pursuant
to the exercise of the Option or SAR, or the lapse of the restrictions on any other Award (in the case of SARs and other Awards, if such SARs and other Awards are settled in Shares), a number of Shares having a Fair Market Value equal to such
withholding liability. Withholding by the Company shall be at no more than the minimum applicable tax withholding rate or, if permitted by the Committee, such other rate as is permitted under applicable withholding rules promulgated by the Internal
Revenue Service or another applicable governmental entity. 
 (e) Section 409A. (i) It is intended that the
provisions of the Plan comply with Section 409A of the Code, and all provisions of the Plan shall be construed and interpreted in a manner consistent with the requirements for avoiding taxes or penalties under Section 409A of the Code.

 (ii) No Participant or the creditors or beneficiaries of a Participant shall have the right to subject any deferred
compensation (within the meaning of Section 409A of the Code) payable under the Plan to any anticipation, alienation, sale, transfer, assignment, pledge, encumbrance, attachment or garnishment. Except as permitted under Section 409A of the
Code, any deferred compensation (within the meaning of Section 409A of the Code) payable to any Participant or for the benefit of any Participant under the Plan may not be reduced by, or offset against, any amount owing by any such Participant
to the Company or any of its Affiliates. 

  
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 (iii) If, at the time of a Participant’s separation from service
(within the meaning of Section 409A of the Code), (A) such Participant shall be a specified employee (within the meaning of Section 409A of the Code and using the identification methodology selected by the Company from time to time) and
(B) the Company shall make a good-faith determination that an amount payable pursuant to an Award constitutes deferred compensation (within the meaning of Section 409A of the Code) the payment of which is required to be delayed pursuant to
the six-month delay rule set forth in Section 409A of the Code in order to avoid taxes or penalties under Section 409A of the Code, then the Company shall not pay such amount on the otherwise
scheduled payment date but shall instead pay it on the first business day after such six-month period. Such amount shall be paid without interest, unless otherwise determined by the Committee, in its
discretion, or as otherwise provided in any applicable Service Relationship Agreement between the Company and the relevant Participant. Notwithstanding any provision of the Plan to the contrary, in light of the uncertainty with respect to the proper
application of Section 409A of the Code, the Company reserves the right to make amendments to any Award as the Company deems necessary or desirable to avoid the imposition of taxes or penalties under Section 409A of the Code. In any case,
a Participant shall be solely responsible and liable for the satisfaction of all taxes and penalties that may be imposed on such Participant or for such Participant’s account in connection with an Award (including any taxes and penalties under
Section 409A of the Code), and neither the Company nor any of its Affiliates shall have any obligation to indemnify or otherwise hold such Participant harmless from any or all of such taxes or penalties. 

(f) Award Agreements. Each Award hereunder (other than a Cash Incentive Award) shall be evidenced by an Award Agreement, which shall be
delivered to the Participant and shall specify the terms and conditions of the Award and any rules applicable thereto, including the effect on such Award of the death, disability or termination of employment or service of a Participant and the
effect, if any, of such other events as may be determined by the Committee. 
 (g) No Limit on Other Compensation Arrangements.
Nothing contained in the Plan shall prevent the Company or any Affiliate from adopting or continuing in effect other compensation arrangements, which may, but need not, provide for the grant of options, restricted stock, shares, other types of
equity-based awards (subject to stockholder approval if such approval is required) and cash incentive awards, and such arrangements may be either generally applicable or applicable only in specific cases. 

(h) No Right to Employment. The grant of an Award shall not be construed as giving a Participant the right to be retained as a director,
officer, employee or consultant of or to the Company or any Affiliate, nor shall it be construed as giving a Participant any rights to continued service on the Board. Further, the Company or an Affiliate may at any time dismiss a Participant from
employment or discontinue any directorship or consulting relationship, free from any liability or any claim under the Plan, unless otherwise expressly provided in the Plan or in any Award Agreement. 

  
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 (i) No Rights as Stockholder. No Participant or holder or beneficiary of any Award
shall have any rights as a stockholder with respect to any Shares to be distributed under the Plan until he or she has become the holder of such Shares. In connection with each grant of Restricted Shares, except as provided in the applicable Award
Agreement, the Participant shall be entitled to the rights of a stockholder (including the right to vote) in respect of such Restricted Shares. Except as otherwise provided in Section 4(b) or the applicable Award Agreement, no adjustments shall
be made for dividends or distributions on (whether ordinary or extraordinary, and whether in cash, Shares, other securities or other property), or other events relating to, Shares subject to an Award for which the record date is prior to the date
such Shares are delivered. 
 (j) Governing Law. The validity, construction and effect of the Plan and any rules and regulations
relating to the Plan and any Award Agreement shall be determined in accordance with the laws of the State of Delaware, without giving effect to the conflict of laws provisions thereof. 

(k) Severability. If any provision of the Plan or any Award is or becomes or is deemed to be invalid, illegal or unenforceable in any
jurisdiction or as to any Person or Award, or would disqualify the Plan or any Award under any law deemed applicable by the Committee, such provision shall be construed or deemed amended to conform to the applicable laws, or if it cannot be
construed or deemed amended without, in the determination of the Committee, materially altering the intent of the Plan or the Award, such provision shall be construed or deemed stricken as to such jurisdiction, Person or Award and the remainder of
the Plan and any such Award shall remain in full force and effect. 
 (l) Other Laws; Restrictions on Transfer of Shares. The
Committee may refuse to issue or transfer any Shares or other consideration under an Award if, acting in its discretion, it determines that the issuance or transfer of such Shares or such other consideration might violate any applicable law or
regulation or entitle the Company to recover the same under Section 16(b) of the Exchange Act, and any payment tendered to the Company by a Participant, other holder or beneficiary in connection with the exercise of such Award shall be promptly
refunded to the relevant Participant, holder or beneficiary. Without limiting the generality of the foregoing, no Award granted hereunder shall be construed as an offer to sell securities of the Company, and no such offer shall be outstanding,
unless and until the Committee in its discretion has determined that any such offer, if made, would be in compliance with all applicable requirements of the U.S. Federal and any other applicable securities laws. 

(m) No Trust or Fund Created. Neither the Plan nor any Award shall create or be construed to create a trust or separate fund of any kind
or a fiduciary relationship between the Company or any Affiliate, on the one hand, and a Participant or any other Person, on the other. To the extent that any Person acquires a right to receive payments from the Company or any Affiliate pursuant to
an Award, such right shall be no greater than the right of any unsecured general creditor of the Company or such Affiliate. 
 (n)
Clawback/Forfeiture. Notwithstanding anything to the contrary contained herein, an Award Agreement may provide that the Committee may cancel such Award if the Participant, without the consent of the Company, has engaged in or engages in
activity that is in conflict with or adverse to the interest of the Company or any Affiliate while employed by or providing services to the Company or any Affiliate, including fraud or conduct contributing to any financial restatements or
irregularities, or violates a non-competition, non-solicitation, non-

  
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disparagement or non-disclosure covenant or agreement with the Company or any Affiliate, as determined by the Committee. The Committee may also provide in
an Award Agreement that in such event, the Participant will forfeit any compensation, gain or other value realized thereafter on the vesting, exercise or settlement of such Award, the sale or other transfer of such Award, or the sale of Shares
acquired in respect of such Award, and must promptly repay such amounts to the Company. The Committee may also provide in an Award Agreement that if the Participant receives any amount in excess of what the Participant should have received under the
terms of the Award for any reason (including without limitation by reason of a financial restatement, mistake in calculations or other administrative error), all as determined by the Committee, then the Participant shall be required to promptly
repay any such excess amount to the Company. To the extent required by applicable law (including, without limitation, Section 304 of the Sarbanes-Oxley Act and Section 954 of the Dodd-Frank Wall Street Reform and Consumer Protection Act)
and/or the rules and regulations of the Applicable Exchange, or if so required pursuant to a written policy adopted by the Company, Awards shall be subject (including on a retroactive basis) to clawback, forfeiture or similar requirements (and such
requirements shall be deemed incorporated by reference into all outstanding Award Agreements). 
 (o) No Fractional Shares. No
fractional Shares shall be issued or delivered pursuant to the Plan or any Award, and the Committee shall determine whether cash, other securities or other property shall be paid or transferred in lieu of any fractional Shares or whether such
fractional Shares or any rights thereto shall be canceled, terminated or otherwise eliminated. 
 (p) Requirement of Consent and
Notification of Election Under Section 83(b) of the Code or Similar Provision. No election under Section 83(b) of the Code (to include in gross income in the year of transfer the amounts specified in Section 83(b) of
the Code) or under a similar provision of law may be made unless expressly permitted by the terms of the applicable Award Agreement or by action of the Committee in writing prior to the making of such election. If an Award recipient, in connection
with the acquisition of Shares under the Plan or otherwise, is expressly permitted under the terms of the applicable Award Agreement or by such Committee action to make such an election and the Participant makes the election, the Participant shall
notify the Committee of such election within ten days of filing notice of the election with the Internal Revenue Service (or any successor thereto) or other governmental authority, in addition to any filing and notification required pursuant to
regulations issued under Section 83(b) of the Code or any other applicable provision. 
 (q) Requirement of Notification upon
Disqualifying Disposition under Section 421(b) of the Code. If any Participant shall make any disposition of Shares delivered pursuant to the exercise of an Incentive Stock Option under the circumstances described in
Section 421(b) of the Code (relating to certain disqualifying dispositions) or any successor provision of the Code, such Participant shall notify the Company of such disposition within ten days of such disposition. 

(r) Headings and Construction. Headings are given to the Sections and subsections of the Plan solely as a convenience to facilitate
reference. Such headings shall not be deemed in any way material or relevant to the construction or interpretation of the Plan or any provision thereof. Whenever the words “include”, “includes” or “including” are used
in the Plan, they shall be deemed to be followed by the words “but not limited to”, and the word “or” shall not be deemed to be exclusive. Pronouns and other words of gender shall be read as gender-neutral. Words importing the
plural shall include the singular and the singular shall include the plural. 

  
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 SECTION 10. Term of the Plan. (a) Effective Date. The Plan shall be
effective as of the date of its adoption by the Board, subject to approval by the Company’s stockholders as of immediately prior to the closing of the Company’s initial public offering. 

(b) Expiration Date. No Award shall be granted under the Plan after the tenth anniversary of the date the Plan is adopted by the Board
under Section 10(a). Unless otherwise expressly provided in the Plan or in an applicable Award Agreement, any Award granted hereunder, and the authority of the Board or the Committee to amend, alter, adjust, suspend, discontinue or terminate
any such Award or to waive any conditions or rights under any such Award, shall nevertheless continue thereafter. 

  
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