{"transactions":[{"id":2526583,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Restricted Stock Units","published_at":"2021-11-04T00:08:17.000Z","date":"2021-10-30","kind":"exercise","acquired":false,"shares":10210,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F5","text":"Each RSU represents a contingent right to receive one share of Class A Common Stock, or at the option of the Compensation Committee, cash of equivalent value."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F6","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F6","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."}],"balance_after":81679,"derivative":{"exercise_price":0,"underlying":"Class A Common Stock","underlying_shares":10210},"source":{"system":"sec-edgar","filing":"0001818383-21-000136","document":"wf-form4_163598448057097.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":5,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000136/wf-form4_163598448057097.xml","form_type":"4"}},{"id":2526582,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class B-1 Units of QL Holdings LLC and Class B Common Stock","published_at":"2021-11-04T00:08:17.000Z","date":"2021-11-01","kind":"exercise","acquired":false,"shares":848,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F2","text":"On November 1, 2021, the Reporting Person exchanged 848 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 848 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On November 1, 2021, the Reporting Person exchanged 848 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 848 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."}],"balance_after":130870,"derivative":{"underlying":"Class A Common Stock","underlying_shares":848},"source":{"system":"sec-edgar","filing":"0001818383-21-000136","document":"wf-form4_163598448057097.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":4,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000136/wf-form4_163598448057097.xml","form_type":"4"}},{"id":2526581,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-11-04T00:08:17.000Z","date":"2021-11-02","kind":"sale","acquired":false,"shares":5783,"price":16.74,"value":96807.42,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F3","text":"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person."}],"balance_after":16335,"source":{"system":"sec-edgar","filing":"0001818383-21-000136","document":"wf-form4_163598448057097.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000136/wf-form4_163598448057097.xml","form_type":"4"}},{"id":2526580,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-11-04T00:08:17.000Z","date":"2021-10-30","kind":"exercise","acquired":true,"shares":10210,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On November 1, 2021, the Reporting Person exchanged 848 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 848 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."}],"balance_after":22118,"source":{"system":"sec-edgar","filing":"0001818383-21-000136","document":"wf-form4_163598448057097.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000136/wf-form4_163598448057097.xml","form_type":"4"}},{"id":2526579,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-11-04T00:08:17.000Z","date":"2021-11-01","kind":"exercise","acquired":true,"shares":848,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit (\"RSU\")."}],"balance_after":11908,"source":{"system":"sec-edgar","filing":"0001818383-21-000136","document":"wf-form4_163598448057097.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000136/wf-form4_163598448057097.xml","form_type":"4"}},{"id":2554530,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-10-01T22:30:50.000Z","date":"2021-10-01","kind":"sale","acquired":false,"shares":1699,"price":18.67,"value":31720.33,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F1","text":"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person."}],"balance_after":11060,"source":{"system":"sec-edgar","filing":"0001818383-21-000110","document":"wf-form4_163312743384461.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000110/wf-form4_163312743384461.xml","form_type":"4"}},{"id":2579666,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class B-1 Units of QL Holdings LLC and Class B Common Stock","published_at":"2021-09-03T22:24:59.000Z","date":"2021-09-01","kind":"exercise","acquired":false,"shares":4249,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F2","text":"On September 1, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On September 1, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F3","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F3","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."}],"balance_after":131718,"derivative":{"underlying":"Class A Common Stock","underlying_shares":4249},"source":{"system":"sec-edgar","filing":"0001818383-21-000098","document":"wf-form4_163070787945926.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000098/wf-form4_163070787945926.xml","form_type":"4"}},{"id":2579665,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-09-03T22:24:59.000Z","date":"2021-09-01","kind":"exercise","acquired":true,"shares":4249,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On September 1, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."}],"balance_after":12759,"source":{"system":"sec-edgar","filing":"0001818383-21-000098","document":"wf-form4_163070787945926.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000098/wf-form4_163070787945926.xml","form_type":"4"}},{"id":2579664,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-09-03T22:24:59.000Z","date":"2021-09-01","kind":"sale","acquired":false,"shares":1699,"price":22.27,"value":37836.73,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F1","text":"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person."}],"balance_after":8510,"source":{"system":"sec-edgar","filing":"0001818383-21-000098","document":"wf-form4_163070787945926.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000098/wf-form4_163070787945926.xml","form_type":"4"}},{"id":2618041,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class B-1 Units of QL Holdings LLC and Class B Common Stock","published_at":"2021-08-04T00:06:27.000Z","date":"2021-08-02","kind":"exercise","acquired":false,"shares":4249,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F2","text":"On August 2, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On August 2, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F8","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F8","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."}],"balance_after":135967,"derivative":{"underlying":"Class A Common Stock","underlying_shares":4249},"source":{"system":"sec-edgar","filing":"0001818383-21-000060","document":"wf-form4_162803556722724.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":7,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000060/wf-form4_162803556722724.xml","form_type":"4"}},{"id":2618040,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Restricted Stock Units","published_at":"2021-08-04T00:06:27.000Z","date":"2021-07-30","kind":"exercise","acquired":false,"shares":10210,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F6","text":"Each RSU represents a contingent right to receive one share of Class A Common Stock, or at the option of the Compensation Committee, cash of equivalent value."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F7","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F7","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."}],"balance_after":91889,"derivative":{"exercise_price":0,"underlying":"Class A Common Stock","underlying_shares":10210},"source":{"system":"sec-edgar","filing":"0001818383-21-000060","document":"wf-form4_162803556722724.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":6,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000060/wf-form4_162803556722724.xml","form_type":"4"}},{"id":2618039,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-08-04T00:06:27.000Z","date":"2021-08-03","kind":"sale","acquired":false,"shares":4249,"price":32.54,"value":138262.46,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F3","text":"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person."}],"balance_after":10209,"source":{"system":"sec-edgar","filing":"0001818383-21-000060","document":"wf-form4_162803556722724.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":5,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000060/wf-form4_162803556722724.xml","form_type":"4"}},{"id":2618038,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-08-04T00:06:27.000Z","date":"2021-08-02","kind":"sale","acquired":false,"shares":4393,"price":33.1709,"value":145719.7637,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F3","text":"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person."},{"field":"price","element":"transactionPricePerShare","label":"F5","text":"Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $33.04 to $33.31 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price."}],"balance_after":14458,"source":{"system":"sec-edgar","filing":"0001818383-21-000060","document":"wf-form4_162803556722724.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":4,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000060/wf-form4_162803556722724.xml","form_type":"4"}},{"id":2618037,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-08-04T00:06:27.000Z","date":"2021-08-02","kind":"sale","acquired":false,"shares":5817,"price":32.6469,"value":189907.0173,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F3","text":"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person."},{"field":"price","element":"transactionPricePerShare","label":"F4","text":"Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $32.19 to $33.00 per share. The Reporting Person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price."}],"balance_after":18851,"source":{"system":"sec-edgar","filing":"0001818383-21-000060","document":"wf-form4_162803556722724.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000060/wf-form4_162803556722724.xml","form_type":"4"}},{"id":2618036,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-08-04T00:06:27.000Z","date":"2021-08-02","kind":"exercise","acquired":true,"shares":4249,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On August 2, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."}],"balance_after":24668,"source":{"system":"sec-edgar","filing":"0001818383-21-000060","document":"wf-form4_162803556722724.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000060/wf-form4_162803556722724.xml","form_type":"4"}},{"id":2618035,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-08-04T00:06:27.000Z","date":"2021-07-30","kind":"exercise","acquired":true,"shares":10210,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit (\"RSU\")."}],"balance_after":20419,"source":{"system":"sec-edgar","filing":"0001818383-21-000060","document":"wf-form4_162803556722724.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000060/wf-form4_162803556722724.xml","form_type":"4"}},{"id":2645198,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class B-1 Units of QL Holdings LLC and Class B Common Stock","published_at":"2021-07-02T23:03:56.000Z","date":"2021-07-01","kind":"exercise","acquired":false,"shares":4249,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"On July 1, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On July 1, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F3","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F3","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."}],"balance_after":140216,"derivative":{"underlying":"Class A Common Stock","underlying_shares":4249},"source":{"system":"sec-edgar","filing":"0001818383-21-000016","document":"wf-form4_162526702070289.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000016/wf-form4_162526702070289.xml","form_type":"4"}},{"id":2645197,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-07-02T23:03:56.000Z","date":"2021-07-01","kind":"sale","acquired":false,"shares":4249,"price":41.66,"value":177013.34,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F2","text":"The sales reported on this Form 4 were effected pursuant to a Rule 10b5-1 trading plan previously adopted by the Reporting Person."}],"balance_after":10209,"source":{"system":"sec-edgar","filing":"0001818383-21-000016","document":"wf-form4_162526702070289.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000016/wf-form4_162526702070289.xml","form_type":"4"}},{"id":2645196,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-07-02T23:03:56.000Z","date":"2021-07-01","kind":"exercise","acquired":true,"shares":4249,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On July 1, 2021, the Reporting Person exchanged 4,249 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 4,249 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."}],"balance_after":14458,"source":{"system":"sec-edgar","filing":"0001818383-21-000016","document":"wf-form4_162526702070289.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000016/wf-form4_162526702070289.xml","form_type":"4"}},{"id":2661480,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class B-1 Units of QL Holdings LLC and Class B Common Stock","published_at":"2021-06-21T23:02:06.000Z","date":"2021-06-17","kind":"exercise","acquired":false,"shares":8498,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F1","text":"On June 17, 2021, pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, the Reporting Person exchanged 8,498 Class B-1 Units of QLH (the \"Class B-1 Units\"), along with 8,498 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On June 17, 2021, pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, the Reporting Person exchanged 8,498 Class B-1 Units of QLH (the \"Class B-1 Units\"), along with 8,498 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F2","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F2","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (QLH), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements."}],"balance_after":144465,"derivative":{"underlying":"Class A Common Stock","underlying_shares":8498},"source":{"system":"sec-edgar","filing":"0001209191-21-042254","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121042254/doc4.xml","form_type":"4"}},{"id":2661479,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-06-21T23:02:06.000Z","date":"2021-06-21","kind":"sale","acquired":false,"shares":12924,"price":40.96,"value":529367.04,"ownership":{"direct":true},"balance_after":10209,"source":{"system":"sec-edgar","filing":"0001209191-21-042254","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121042254/doc4.xml","form_type":"4"}},{"id":2661478,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-06-21T23:02:06.000Z","date":"2021-06-17","kind":"exercise","acquired":true,"shares":8498,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On June 17, 2021, pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, the Reporting Person exchanged 8,498 Class B-1 Units of QLH (the \"Class B-1 Units\"), along with 8,498 shares of Class B Common Stock (the \"Class B Common Stock\") for shares of Class A Common Stock on a one-for-one basis."}],"balance_after":23133,"source":{"system":"sec-edgar","filing":"0001209191-21-042254","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121042254/doc4.xml","form_type":"4"}},{"id":2705730,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-05-19T20:53:09.000Z","date":"2021-05-17","kind":"sale","acquired":false,"shares":2066,"price":36.6066,"value":75629.2356,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F1","text":"Sale was effected by the reporting person to satisfy tax liabilities arising from the vesting of restricted stock units granted to the reporting person on October 30, 2020."},{"field":"price","element":"transactionPricePerShare","label":"F4","text":"Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $36.24 to $36.88 per share. Reporting person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price."}],"balance_after":14635,"source":{"system":"sec-edgar","filing":"0001209191-21-034024","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121034024/doc4.xml","form_type":"4"}},{"id":2705729,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-05-19T20:53:09.000Z","date":"2021-05-17","kind":"sale","acquired":false,"shares":1056,"price":35.7606,"value":37763.1936,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F1","text":"Sale was effected by the reporting person to satisfy tax liabilities arising from the vesting of restricted stock units granted to the reporting person on October 30, 2020."},{"field":"price","element":"transactionPricePerShare","label":"F3","text":"Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $35.23 to $36.15 per share. Reporting person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price."}],"balance_after":16701,"source":{"system":"sec-edgar","filing":"0001209191-21-034024","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121034024/doc4.xml","form_type":"4"}},{"id":2705728,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-05-19T20:53:09.000Z","date":"2021-05-17","kind":"sale","acquired":false,"shares":2662,"price":34.795,"value":92624.29,"ownership":{"direct":true},"footnotes":[{"field":"kind","element":"transactionCoding","label":"F1","text":"Sale was effected by the reporting person to satisfy tax liabilities arising from the vesting of restricted stock units granted to the reporting person on October 30, 2020."},{"field":"price","element":"transactionPricePerShare","label":"F2","text":"Reflects the weighted-average sale price for shares sold in multiple transactions at prices ranging from $34.20 to $35.19 per share. Reporting person undertakes to provide upon request by the Securities and Exchange Commission staff, the issuer, or a security holder of the issuer, full information regarding the number of shares sold at each separate price."}],"balance_after":17757,"source":{"system":"sec-edgar","filing":"0001209191-21-034024","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121034024/doc4.xml","form_type":"4"}},{"id":2730475,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Restricted Stock Units","published_at":"2021-05-04T17:26:30.000Z","date":"2021-04-30","kind":"exercise","acquired":false,"shares":10210,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F2","text":"Each RSU represents a contingent right to receive one share of Class A Common Stock, or at the option of the Compensation Committee, cash of equivalent value."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F3","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F3","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."}],"balance_after":102099,"derivative":{"exercise_price":0,"underlying":"Class A Common Stock","underlying_shares":10210},"source":{"system":"sec-edgar","filing":"0001209191-21-029733","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121029733/doc4.xml","form_type":"4"}},{"id":2730474,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-05-04T17:26:30.000Z","date":"2021-04-30","kind":"exercise","acquired":true,"shares":10210,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit (\"RSU\")."}],"balance_after":20419,"source":{"system":"sec-edgar","filing":"0001209191-21-029733","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121029733/doc4.xml","form_type":"4"}},{"id":2772117,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class B-1 Units of QL Holdings LLC and Class B Common Stock","published_at":"2021-03-25T20:27:46.000Z","date":"2021-03-23","kind":"exercise","acquired":false,"shares":20491,"ownership":{"direct":true},"footnotes":[{"field":"security","element":"securityTitle","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements.  Pursuant to Mr. Mikali's award agreement, 25% of the equity granted is currently vested, and the remaining 75% of the equity will vest ratably each month over the 36 months following the first anniversary of the vesting commencement date set forth in the agreement."},{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements.  Pursuant to Mr. Mikali's award agreement, 25% of the equity granted is currently vested, and the remaining 75% of the equity will vest ratably each month over the 36 months following the first anniversary of the vesting commencement date set forth in the agreement."},{"field":"date","element":"transactionDate","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements.  Pursuant to Mr. Mikali's award agreement, 25% of the equity granted is currently vested, and the remaining 75% of the equity will vest ratably each month over the 36 months following the first anniversary of the vesting commencement date set forth in the agreement."},{"field":"kind","element":"transactionCoding","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements.  Pursuant to Mr. Mikali's award agreement, 25% of the equity granted is currently vested, and the remaining 75% of the equity will vest ratably each month over the 36 months following the first anniversary of the vesting commencement date set forth in the agreement."},{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On March 23, 2021, Mr. Mikalis exchanged 20,491 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 20,491 shares of Class B Common Stock (the \"Class B Common Stock\"), for shares of Class A Common Stock on a one-for-one basis."},{"field":"price","element":"transactionPricePerShare","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements.  Pursuant to Mr. Mikali's award agreement, 25% of the equity granted is currently vested, and the remaining 75% of the equity will vest ratably each month over the 36 months following the first anniversary of the vesting commencement date set forth in the agreement."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements.  Pursuant to Mr. Mikali's award agreement, 25% of the equity granted is currently vested, and the remaining 75% of the equity will vest ratably each month over the 36 months following the first anniversary of the vesting commencement date set forth in the agreement."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F4","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QL Holdings LLC (\"QLH\"), Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit, together with one share of Class B Common Stock, is exchangeable for one share of Class A Common Stock, subject to vesting conditions set forth in separate agreements.  Pursuant to Mr. Mikali's award agreement, 25% of the equity granted is currently vested, and the remaining 75% of the equity will vest ratably each month over the 36 months following the first anniversary of the vesting commencement date set forth in the agreement."}],"balance_after":152963,"derivative":{"underlying":"Class A Common Stock","underlying_shares":20491},"source":{"system":"sec-edgar","filing":"0001209191-21-023007","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121023007/doc4.xml","form_type":"4"}},{"id":2772116,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-03-25T20:27:46.000Z","date":"2021-03-23","kind":"sale","acquired":false,"shares":20491,"price":44.62,"value":914308.42,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F3","text":"This amount represents the $46.00 secondary public offering price per share of Class A Common Stock, less the underwriting discount of $1.38 per share."}],"balance_after":10209,"source":{"system":"sec-edgar","filing":"0001209191-21-023007","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121023007/doc4.xml","form_type":"4"}},{"id":2772115,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-03-25T20:27:46.000Z","date":"2021-03-23","kind":"exercise","acquired":true,"shares":20491,"ownership":{"direct":true},"footnotes":[{"field":"security","element":"securityTitle","label":"F1","text":"On March 23, 2021, MediaAlpha, Inc. (the \"Issuer\") closed a secondary offering of its shares of Class A common stock, par value $0.01 per share (the \"Class A Common Stock\"). The Issuer did not offer any of its common stock in the offering and did not receive any proceeds from the offering."},{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On March 23, 2021, Mr. Mikalis exchanged 20,491 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 20,491 shares of Class B Common Stock (the \"Class B Common Stock\"), for shares of Class A Common Stock on a one-for-one basis."}],"balance_after":30700,"source":{"system":"sec-edgar","filing":"0001209191-21-023007","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121023007/doc4.xml","form_type":"4"}},{"id":2886169,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Restricted Stock Units","published_at":"2021-02-02T23:19:11.000Z","date":"2021-01-30","kind":"exercise","acquired":false,"shares":10209,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F2","text":"Each RSU represents a contingent right to receive one share of Class A Common Stock, or at the option of the Compensation Committee, cash of equivalent value."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F3","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F3","text":"On October 30, 2020, the Reporting Person was granted 122,518 RSUs, which have vested or will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."}],"balance_after":112309,"derivative":{"underlying":"Class A Common Stock","underlying_shares":10209},"source":{"system":"sec-edgar","filing":"0001209191-21-006895","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121006895/doc4.xml","form_type":"4"}},{"id":2886168,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common Stock","published_at":"2021-02-02T23:19:11.000Z","date":"2021-01-30","kind":"exercise","acquired":true,"shares":10209,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"price","element":"transactionPricePerShare","label":"F1","text":"One share of Class A Common Stock was issued upon the vesting of each Restricted Stock Unit (\"RSU\")."}],"balance_after":10209,"source":{"system":"sec-edgar","filing":"0001209191-21-006895","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121006895/doc4.xml","form_type":"4"}},{"id":2995009,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"RESTRICTED STOCK UNITS","published_at":"2020-11-03T21:41:05.000Z","date":"2020-10-30","kind":"grant","acquired":true,"shares":122518,"ownership":{"direct":true},"footnotes":[{"field":"security","element":"securityTitle","label":"F3","text":"Represents grant of restricted stock units under the Issuer's Omnibus Incentive Plan granted in connection with the IPO, effective as of October 30, 2020."},{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F4","text":"The restricted stock units will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."},{"field":"price","element":"transactionPricePerShare","label":"F5","text":"Each restricted stock unit represents a contingent right to receive one share of Class A Common Stock."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F4","text":"The restricted stock units will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F4","text":"The restricted stock units will vest quarterly over the first three years following the date of grant, subject to continued employment with the Issuer through each vesting date."}],"balance_after":122518,"derivative":{"underlying":"CLASS A COMMON STOCK","underlying_shares":122518},"source":{"system":"sec-edgar","filing":"0000899243-20-030230","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":3,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000089924320030230/doc4.xml","form_type":"4"}},{"id":2995008,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"CLASS B-1 UNITS OF QL HOLDINGS LLC","published_at":"2020-11-03T21:41:05.000Z","date":"2020-10-30","kind":"sale","acquired":false,"shares":30496,"ownership":{"direct":true},"footnotes":[{"field":"security","element":"securityTitle","label":"F1","text":"On October 27, 2020, MediaAlpha, Inc. (the \"Issuer\"), closed its initial public offering (the \"IPO\") of its shares of Class A common stock, par value $0.01 per share (the \"Class A Common Stock\").  A portion of the net proceeds to the Issuer from the sale of shares of Class A common stock in the IPO was used to purchase 30,496 Class B-1 units of QL Holdings LLC (the \"Class B-1 Units\" and \"QLH\", respectively) (together with an equivalent number of shares of Class B Common Stock, par value $0.01 per share (the \"Class B Stock\")) from the Reporting Person, at a price of $17.67 per Class B-1 Unit (and no additional consideration for the shares of Class B Stock)."},{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F2","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QLH, Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit (together with one share of Class B Stock for every Class B-1 Unit) is exchangeable for one share of the Issuer's Class A Common Stock, par value $0.01 per share, subject to vesting conditions set forth in separate agreements.  Pursuant to the executive's award agreements, 25% of the equity granted will vest on the first anniversary of the vesting commencement date set forth in the agreement, and the remaining 75% of the equity will vest ratably each month over the following 36 months."},{"field":"kind","element":"transactionCoding","label":"F1","text":"On October 27, 2020, MediaAlpha, Inc. (the \"Issuer\"), closed its initial public offering (the \"IPO\") of its shares of Class A common stock, par value $0.01 per share (the \"Class A Common Stock\").  A portion of the net proceeds to the Issuer from the sale of shares of Class A common stock in the IPO was used to purchase 30,496 Class B-1 units of QL Holdings LLC (the \"Class B-1 Units\" and \"QLH\", respectively) (together with an equivalent number of shares of Class B Common Stock, par value $0.01 per share (the \"Class B Stock\")) from the Reporting Person, at a price of $17.67 per Class B-1 Unit (and no additional consideration for the shares of Class B Stock)."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On October 27, 2020, MediaAlpha, Inc. (the \"Issuer\"), closed its initial public offering (the \"IPO\") of its shares of Class A common stock, par value $0.01 per share (the \"Class A Common Stock\").  A portion of the net proceeds to the Issuer from the sale of shares of Class A common stock in the IPO was used to purchase 30,496 Class B-1 units of QL Holdings LLC (the \"Class B-1 Units\" and \"QLH\", respectively) (together with an equivalent number of shares of Class B Common Stock, par value $0.01 per share (the \"Class B Stock\")) from the Reporting Person, at a price of $17.67 per Class B-1 Unit (and no additional consideration for the shares of Class B Stock)."},{"field":"derivative.exercise_date","element":"exerciseDate","label":"F2","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QLH, Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit (together with one share of Class B Stock for every Class B-1 Unit) is exchangeable for one share of the Issuer's Class A Common Stock, par value $0.01 per share, subject to vesting conditions set forth in separate agreements.  Pursuant to the executive's award agreements, 25% of the equity granted will vest on the first anniversary of the vesting commencement date set forth in the agreement, and the remaining 75% of the equity will vest ratably each month over the following 36 months."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F2","text":"Pursuant to the Exchange Agreement, dated October 27, 2020, among the Issuer, QLH, Guilford Holdings, Inc. and the Class B-1 members of QLH, each Class B-1 Unit (together with one share of Class B Stock for every Class B-1 Unit) is exchangeable for one share of the Issuer's Class A Common Stock, par value $0.01 per share, subject to vesting conditions set forth in separate agreements.  Pursuant to the executive's award agreements, 25% of the equity granted will vest on the first anniversary of the vesting commencement date set forth in the agreement, and the remaining 75% of the equity will vest ratably each month over the following 36 months."}],"balance_after":173454,"derivative":{"underlying":"CLASS A COMMON STOCK","underlying_shares":30496},"source":{"system":"sec-edgar","filing":"0000899243-20-030230","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000089924320030230/doc4.xml","form_type":"4"}},{"id":2995007,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":133890,"kind":"person","name":"Mikalis Brian","position":1,"cik":"0001829960","reported_name":"Mikalis Brian","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"CLASS B COMMON STOCK","published_at":"2020-11-03T21:41:05.000Z","date":"2020-10-30","kind":"sale","acquired":false,"shares":30496,"ownership":{"direct":true},"footnotes":[{"field":"security","element":"securityTitle","label":"F1","text":"On October 27, 2020, MediaAlpha, Inc. (the \"Issuer\"), closed its initial public offering (the \"IPO\") of its shares of Class A common stock, par value $0.01 per share (the \"Class A Common Stock\").  A portion of the net proceeds to the Issuer from the sale of shares of Class A common stock in the IPO was used to purchase 30,496 Class B-1 units of QL Holdings LLC (the \"Class B-1 Units\" and \"QLH\", respectively) (together with an equivalent number of shares of Class B Common Stock, par value $0.01 per share (the \"Class B Stock\")) from the Reporting Person, at a price of $17.67 per Class B-1 Unit (and no additional consideration for the shares of Class B Stock)."},{"field":"kind","element":"transactionCoding","label":"F1","text":"On October 27, 2020, MediaAlpha, Inc. (the \"Issuer\"), closed its initial public offering (the \"IPO\") of its shares of Class A common stock, par value $0.01 per share (the \"Class A Common Stock\").  A portion of the net proceeds to the Issuer from the sale of shares of Class A common stock in the IPO was used to purchase 30,496 Class B-1 units of QL Holdings LLC (the \"Class B-1 Units\" and \"QLH\", respectively) (together with an equivalent number of shares of Class B Common Stock, par value $0.01 per share (the \"Class B Stock\")) from the Reporting Person, at a price of $17.67 per Class B-1 Unit (and no additional consideration for the shares of Class B Stock)."},{"field":"price","element":"transactionPricePerShare","label":"F1","text":"On October 27, 2020, MediaAlpha, Inc. (the \"Issuer\"), closed its initial public offering (the \"IPO\") of its shares of Class A common stock, par value $0.01 per share (the \"Class A Common Stock\").  A portion of the net proceeds to the Issuer from the sale of shares of Class A common stock in the IPO was used to purchase 30,496 Class B-1 units of QL Holdings LLC (the \"Class B-1 Units\" and \"QLH\", respectively) (together with an equivalent number of shares of Class B Common Stock, par value $0.01 per share (the \"Class B Stock\")) from the Reporting Person, at a price of $17.67 per Class B-1 Unit (and no additional consideration for the shares of Class B Stock)."}],"balance_after":173454,"source":{"system":"sec-edgar","filing":"0000899243-20-030230","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000089924320030230/doc4.xml","form_type":"4"}}]}