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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
12 Months Ended
Dec. 31, 2023
Dec. 31, 2022
Dec. 31, 2021
Net Income (Loss) Attributable to Parent [Abstract]      
Net (loss) $ (56,555) $ (72,446) $ (8,475)
Net (loss) attributable to non-controlling interest (16,135) (14,780) (3,200)
Net (loss) attributable to MediaAlpha, Inc. $ (40,420) $ (57,666) $ (5,275)
Weighted average shares of Class A common stock outstanding, basic (in shares) 45,573,416 41,944,874 37,280,533
Weighted average shares of Class A common stock outstanding, diluted (in shares) 45,573,416 41,944,874 61,255,925
Net (loss) per share of Class A common stock, basic (in dollars per share) $ (0.89) $ (1.37) $ (0.14)
Net (loss) per share of Class A common stock, diluted (in dollars per share) $ (0.89) $ (1.37) $ (0.19)
Class A Common      
Net Income (Loss) Attributable to Parent [Abstract]      
Weighted average shares of Class A common stock outstanding, basic (in shares) 45,573,416 41,944,874 37,280,533
Weighted average shares of Class A common stock outstanding, diluted (in shares) 45,573,416 41,944,874 37,280,533
Net (loss) per share of Class A common stock, basic (in dollars per share) $ (0.89) $ (1.37) $ (0.14)
Net (loss) per share of Class A common stock, diluted (in dollars per share) $ (0.89) $ (1.37) $ (0.19)