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Net Loss Per Share - Summary of Reconciliation of Numerator and Denominator used in Calculation of Basic and Diluted Net Loss Per Share (Details) - USD ($)
$ / shares in Units, $ in Thousands
 2 Months Ended 3 Months Ended 12 Months Ended
Dec. 31, 2020
Dec. 31, 2020
Sep. 30, 2020
Jun. 30, 2020
Mar. 31, 2020
Dec. 31, 2019
Sep. 30, 2019
Jun. 30, 2019
Mar. 31, 2019
Dec. 31, 2020
Dec. 31, 2019
Dec. 31, 2018
Numerator:                        
Net income $ (8,604) $ (13,238) $ 4,819 $ 10,146 $ 8,835 $ 10,377 $ 7,763 $ 4,959 $ (5,279) $ 10,562 $ 17,820 $ 18,125
Net (loss) attributable to non-controlling interest (4,238) (4,238)               (4,238)    
Net income attributable to MediaAlpha, Inc. $ (4,366) $ (4,366)               $ (4,366)    
Denominator:                        
Weighted average shares of Class A common stock outstanding - basic and diluted                   32,134,170,000    
Net (loss) per share of Class A common stock - basic and diluted   $ (0.14)               $ (0.14)    
Class A Common                        
Denominator:                        
Weighted average shares of Class A common stock outstanding - basic and diluted 32,134,170                      
Net (loss) per share of Class A common stock - basic and diluted $ (0.14)