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Earnings (Loss) Per Share - Summary of Calculation of Basic and Diluted Net Loss Per Share (Details) - USD ($)
$ / shares in Units, $ in Thousands
 3 Months Ended 9 Months Ended
Sep. 30, 2024
Jun. 30, 2024
Mar. 31, 2024
Sep. 30, 2023
Jun. 30, 2023
Mar. 31, 2023
Sep. 30, 2024
Sep. 30, 2023
Basic                
Net income (loss) $ 11,888 $ 4,420 $ (1,491) $ (18,698) $ (19,980) $ (14,584) $ 14,817 $ (53,262)
Less: net income (loss) attributable to non-controlling interest 2,406     (5,196)     2,828 (15,208)
Net income (loss) attributable to MediaAlpha, Inc. $ 9,482     $ (13,502)     $ 11,989 $ (38,054)
Weighted-average shares of Class A common stock outstanding - basic (in shares) 54,909,772     46,229,672     52,293,622 45,095,417
Weighted-average shares of Class A common stock outstanding - diluted (in shares) 54,909,772     46,229,672     66,087,041 45,095,417
Income (loss) per share of Class A common stock - basic (in dollars per share) $ 0.17     $ (0.29)     $ 0.23 $ (0.84)
Income (loss) per share of Class A common stock - diluted (in dollars per share) $ 0.17     $ (0.29)     $ 0.22 $ (0.84)
Diluted                
Net income (loss) $ 11,888 $ 4,420 $ (1,491) $ (18,698) $ (19,980) $ (14,584) $ 14,817 $ (53,262)
Add: incremental tax benefits related to exchange of Class B-1 units             (223)  
Net income available for diluted common shares             $ 14,594  
Weighted-average shares of common stock outstanding - diluted (in shares) 54,909,772     46,229,672     66,087,041 45,095,417
Income (loss) per share of Class A common stock - diluted (in dollars per share) $ 0.17     $ (0.29)     $ 0.22 $ (0.84)
Class A Common                
Basic                
Weighted-average shares of Class A common stock outstanding - diluted (in shares)             52,293,622  
Income (loss) per share of Class A common stock - basic (in dollars per share) 0.17     (0.29)     $ 0.23 (0.84)
Income (loss) per share of Class A common stock - diluted (in dollars per share) 0.17     (0.29)     $ 0.22 (0.84)
Diluted                
Weighted-average shares of common stock outstanding - diluted (in shares)             52,293,622  
Income (loss) per share of Class A common stock - diluted (in dollars per share) $ 0.17     $ (0.29)     $ 0.22 $ (0.84)
Class B-1 Units                
Basic                
Weighted-average shares of Class A common stock outstanding - diluted (in shares)             13,793,419  
Diluted                
Weighted-average shares of common stock outstanding - diluted (in shares)             13,793,419