Net income (loss) per share - Summary of the Calculation of Basic and Diluted Net Income (Loss) Per Share (Details) - USD ($) $ / shares in Units, $ in Thousands	12 Months Ended
	Dec. 31, 2025	Dec. 31, 2024	Dec. 31, 2023
Basic
Net income (loss)	$ 26,761	$ 22,118	$ (56,555)
Less: net income (loss) attributable to non-controlling interest	1,138	5,489	(16,135)
Net income (loss) attributable to MediaAlpha, Inc.	$ 25,623	$ 16,629	$ (40,420)
Denominator:
Weighted-average shares of Class A common stock outstanding - basic (in shares)	56,244,357	53,043,576	45,573,416
Weighted-average shares of Class A common stock outstanding - diluted (in shares)	66,786,155	53,043,576	45,573,416
Net income (loss) attributable to MediaAlpha, Inc. per share of Class A common stock - basic (in dollars per share)	$ 0.46	$ 0.31	$ (0.89)
Net income (loss) attributable to MediaAlpha, Inc. per share of Class A common stock - diluted (in dollars per share)	$ 0.39	$ 0.31	$ (0.89)
Diluted
Net income (loss)	$ 26,761	$ 22,118	$ (56,555)
Add: incremental tax benefits related to exchange of Class B-1 units	(1,014)
Net income attributable to MediaAlpha, Inc. available for diluted common shares	$ 25,747
Weighted-average shares of Class A common stock outstanding - diluted (in shares)	66,786,155	53,043,576	45,573,416
Net income attributable to MediaAlpha, Inc. per share of Class A common stock - diluted (in dollars per share)	$ 0.39	$ 0.31	$ (0.89)
Class A common stock
Denominator:
Weighted-average shares of Class A common stock outstanding - basic (in shares)	56,244,357	53,043,576	45,573,416
Weighted-average shares of Class A common stock outstanding - diluted (in shares)	56,244,357	53,043,576	45,573,416
Net income (loss) attributable to MediaAlpha, Inc. per share of Class A common stock - basic (in dollars per share)	$ 0.46	$ 0.31	$ (0.89)
Net income (loss) attributable to MediaAlpha, Inc. per share of Class A common stock - diluted (in dollars per share)		$ 0.31	$ (0.89)
Diluted
Weighted-average shares of Class A common stock outstanding - diluted (in shares)	56,244,357	53,043,576	45,573,416
Net income attributable to MediaAlpha, Inc. per share of Class A common stock - diluted (in dollars per share)		$ 0.31	$ (0.89)
Class B-1 units of QLH
Denominator:
Weighted-average shares of Class A common stock outstanding - diluted (in shares)	10,541,798
Diluted
Weighted-average shares of Class A common stock outstanding - diluted (in shares)	10,541,798

MediaAlpha, Inc. 10-K