{
  "cik": 1818383,
  "cik_padded": "0001818383",
  "entityName": "MediaAlpha, Inc.",
  "fiscal_years": [
    {
      "accn": "0001818383-26-000049",
      "filed": "2026-02-23",
      "fiscal_year": 2025,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "cash": "USD",
        "eps_diluted": "USD/shares",
        "free_cash_flow": "USD",
        "net_income": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD",
        "stockholders_equity": "USD",
        "total_assets": "USD",
        "total_liabilities": "USD"
      },
      "fundamentals": {
        "capex": 340000.0,
        "cash": 46876000.0,
        "eps_diluted": 0.39,
        "free_cash_flow": 65258000.0,
        "net_income": 25623000.0,
        "operating_cash_flow": 65598000.0,
        "operating_income": 22120000.0,
        "revenue": 1113600000.0,
        "stockholders_equity": 4160000.0,
        "total_assets": 383831000.0,
        "total_liabilities": 413025000.0
      },
      "period_end": "2025-12-31",
      "ratio_units": {
        "leverage": "ratio",
        "net_margin": "ratio",
        "operating_margin": "ratio",
        "revenue_growth_yoy": "ratio",
        "roa_avg2y": "ratio",
        "roa_period_end": "ratio",
        "roe_avg2y": "ratio"
      },
      "ratios": {
        "leverage": 99.28485576923077,
        "net_margin": 0.023009159482758623,
        "operating_margin": 0.019863505747126437,
        "revenue_growth_yoy": 0.2878395381540967,
        "roa_avg2y": 0.07929404992897793,
        "roa_period_end": 0.066755942068254,
        "roe_avg2y": 7.838176812480881
      }
    },
    {
      "accn": "0001818383-26-000049",
      "filed": "2026-02-23",
      "fiscal_year": 2024,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "cash": "USD",
        "eps_diluted": "USD/shares",
        "free_cash_flow": "USD",
        "net_income": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD",
        "stockholders_equity": "USD",
        "total_assets": "USD",
        "total_liabilities": "USD"
      },
      "fundamentals": {
        "capex": 254000.0,
        "cash": 43266000.0,
        "eps_diluted": 0.31,
        "free_cash_flow": 45618000.0,
        "net_income": 16629000.0,
        "operating_cash_flow": 45872000.0,
        "operating_income": 42725000.0,
        "revenue": 864704000.0,
        "stockholders_equity": 2378000.0,
        "total_assets": 262447000.0,
        "total_liabilities": 308679000.0
      },
      "period_end": "2024-12-31",
      "ratio_units": {
        "net_margin": "ratio",
        "operating_margin": "ratio",
        "revenue_growth_yoy": "ratio",
        "roa_avg2y": "ratio",
        "roa_period_end": "ratio",
        "roe_avg2y": "ratio"
      },
      "ratios": {
        "net_margin": 0.01923085818962327,
        "operating_margin": 0.049409971504699876,
        "revenue_growth_yoy": 1.2277630497566656,
        "roa_avg2y": 0.07987568808661485,
        "roa_period_end": 0.0633613643897625,
        "roe_avg2y": -4.201364325416877
      }
    },
    {
      "accn": "0001818383-26-000049",
      "filed": "2026-02-23",
      "fiscal_year": 2023,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "cash": "USD",
        "eps_diluted": "USD/shares",
        "free_cash_flow": "USD",
        "net_income": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD",
        "stockholders_equity": "USD",
        "total_assets": "USD",
        "total_liabilities": "USD"
      },
      "fundamentals": {
        "capex": 73000.0,
        "cash": 17271000.0,
        "eps_diluted": -0.89,
        "free_cash_flow": 20158000.0,
        "net_income": -40420000.0,
        "operating_cash_flow": 20231000.0,
        "operating_income": -39924000.0,
        "revenue": 388149000.0,
        "stockholders_equity": -10294000.0,
        "total_assets": 153925000.0,
        "total_liabilities": 248350000.0
      },
      "period_end": "2023-12-31",
      "ratio_units": {
        "net_margin": "ratio",
        "operating_margin": "ratio",
        "revenue_growth_yoy": "ratio",
        "roa_avg2y": "ratio",
        "roa_period_end": "ratio",
        "roe_avg2y": "ratio"
      },
      "ratios": {
        "net_margin": -0.10413526764206531,
        "operating_margin": -0.10285740785110872,
        "revenue_growth_yoy": -0.15449210581346717,
        "roa_avg2y": -0.2495015524403869,
        "roa_period_end": -0.26259541984732826,
        "roe_avg2y": 3.0752843610910334
      }
    },
    {
      "accn": "0001818383-25-000022",
      "filed": "2025-02-24",
      "fiscal_year": 2022,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "cash": "USD",
        "eps_diluted": "USD/shares",
        "free_cash_flow": "USD",
        "net_income": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD",
        "stockholders_equity": "USD",
        "total_assets": "USD",
        "total_liabilities": "USD"
      },
      "fundamentals": {
        "capex": 98000.0,
        "cash": 14542000.0,
        "eps_diluted": -1.37,
        "free_cash_flow": 28176000.0,
        "net_income": -57666000.0,
        "operating_cash_flow": 28274000.0,
        "operating_income": -35390000.0,
        "revenue": 459072000.0,
        "stockholders_equity": -15993000.0,
        "total_assets": 170081000.0,
        "total_liabilities": 256165000.0
      },
      "period_end": "2022-12-31",
      "ratio_units": {
        "net_margin": "ratio",
        "operating_margin": "ratio",
        "revenue_growth_yoy": "ratio",
        "roa_avg2y": "ratio",
        "roa_period_end": "ratio",
        "roe_avg2y": "ratio"
      },
      "ratios": {
        "net_margin": -0.1256142827268925,
        "operating_margin": -0.07709030391746828,
        "revenue_growth_yoy": -0.2885626880983892,
        "roa_avg2y": -0.2507844352392446,
        "roa_period_end": -0.3390502172494282,
        "roe_avg2y": 5.672995573044761
      }
    },
    {
      "accn": "0001818383-24-000011",
      "filed": "2024-02-22",
      "fiscal_year": 2021,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "cash": "USD",
        "eps_diluted": "USD/shares",
        "free_cash_flow": "USD",
        "net_income": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD",
        "stockholders_equity": "USD",
        "total_assets": "USD",
        "total_liabilities": "USD"
      },
      "fundamentals": {
        "capex": 650000.0,
        "cash": 50564000.0,
        "eps_diluted": -0.19,
        "free_cash_flow": 27971000.0,
        "net_income": -5275000.0,
        "operating_cash_flow": 28621000.0,
        "operating_income": 2149000.0,
        "revenue": 645274000.0,
        "stockholders_equity": -4337000.0,
        "total_assets": 289804000.0,
        "total_liabilities": 351370000.0
      },
      "period_end": "2021-12-31",
      "ratio_units": {
        "net_margin": "ratio",
        "operating_margin": "ratio",
        "revenue_growth_yoy": "ratio",
        "roa_avg2y": "ratio",
        "roa_period_end": "ratio",
        "roe_avg2y": "ratio"
      },
      "ratios": {
        "net_margin": -0.0081748218586213,
        "operating_margin": 0.0033303681846781367,
        "revenue_growth_yoy": 0.10338329793746388,
        "roa_avg2y": -0.02109405147748335,
        "roa_period_end": -0.018201957184855972,
        "roe_avg2y": 0.27683022828653897
      }
    },
    {
      "accn": "0001818383-23-000033",
      "filed": "2023-02-27",
      "fiscal_year": 2020,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "cash": "USD",
        "eps_diluted": "USD/shares",
        "free_cash_flow": "USD",
        "net_income": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD",
        "stockholders_equity": "USD",
        "total_assets": "USD",
        "total_liabilities": "USD"
      },
      "fundamentals": {
        "capex": 296000.0,
        "cash": 23554000.0,
        "eps_diluted": -0.14,
        "free_cash_flow": 51114000.0,
        "net_income": -4366000.0,
        "operating_cash_flow": 51410000.0,
        "operating_income": 19535000.0,
        "revenue": 584814000.0,
        "stockholders_equity": -33773000.0,
        "total_assets": 210337000.0,
        "total_liabilities": 315455000.0
      },
      "period_end": "2020-12-31",
      "ratio_units": {
        "net_margin": "ratio",
        "operating_margin": "ratio",
        "revenue_growth_yoy": "ratio",
        "roa_avg2y": "ratio",
        "roa_period_end": "ratio",
        "roe_avg2y": "ratio"
      },
      "ratios": {
        "net_margin": -0.007465621548047755,
        "operating_margin": 0.033403783083168326,
        "revenue_growth_yoy": 0.4333500814940993,
        "roa_avg2y": -0.02765619160432516,
        "roa_period_end": -0.020757165881418866,
        "roe_avg2y": 0.05925262436469
      }
    },
    {
      "accn": "0001818383-22-000023",
      "filed": "2022-02-28",
      "fiscal_year": 2019,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "cash": "USD",
        "free_cash_flow": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD",
        "stockholders_equity": "USD",
        "total_assets": "USD",
        "total_liabilities": "USD"
      },
      "fundamentals": {
        "capex": 146000.0,
        "cash": 10028000.0,
        "free_cash_flow": 21997000.0,
        "operating_cash_flow": 22143000.0,
        "operating_income": 24841000.0,
        "revenue": 408005000.0,
        "stockholders_equity": -113596000.0,
        "total_assets": 105397000.0,
        "total_liabilities": 144896000.0
      },
      "period_end": "2019-12-31",
      "ratio_units": {
        "operating_margin": "ratio",
        "revenue_growth_yoy": "ratio"
      },
      "ratios": {
        "operating_margin": 0.06088405779340939,
        "revenue_growth_yoy": 0.37417062409484353
      }
    },
    {
      "accn": "0001564590-21-013026",
      "filed": "2021-03-15",
      "fiscal_year": 2018,
      "form": "10-K",
      "fundamental_units": {
        "capex": "USD",
        "free_cash_flow": "USD",
        "operating_cash_flow": "USD",
        "operating_income": "USD",
        "revenue": "USD"
      },
      "fundamentals": {
        "capex": 630000.0,
        "free_cash_flow": 22019000.0,
        "operating_cash_flow": 22649000.0,
        "operating_income": 19319000.0,
        "revenue": 296910000.0
      },
      "period_end": "2018-12-31",
      "ratio_units": {
        "operating_margin": "ratio"
      },
      "ratios": {
        "operating_margin": 0.06506685527600957
      }
    }
  ],
  "latest_filing": {
    "accn": "0001818383-26-000049",
    "filed": "2026-02-23",
    "form": "10-K"
  },
  "note": "Static grepcent export of verified SEC companyfacts-derived values. Monetary values are raw reported units from grepcent's resolved facts; no scaling and no FX conversion. Capex, dividends, and buybacks are reported as positive outflow magnitudes. ROE/ROA include both period-end basis (site-consistent) and average-of-two-years basis where the prior-year denominator exists.",
  "schema_version": "1",
  "sic": "7389",
  "sic_description": "Services-Business Services, NEC",
  "source_urls": {
    "sec_companyfacts": "https://data.sec.gov/api/xbrl/companyfacts/CIK0001818383.json",
    "sec_submissions": "https://data.sec.gov/submissions/CIK0001818383.json"
  },
  "ticker": "MAX"
}