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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":296754,"source":{"system":"sec-edgar","filing":"0001818383-26-000106","document":"wk-form4_1776290565.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838326000106/wk-form4_1776290565.xml","form_type":"4"}},{"id":838189,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":22911,"kind":"person","name":"Cramer Keith","position":1,"cik":"0001829989","reported_name":"Cramer Keith","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"Chief Revenue Officer"}}],"security":"Performance Restricted Stock Units (2026 PRSUs)","published_at":"2026-03-18T01:17:53.000Z","date":"2026-03-15","kind":"grant","planned":false,"acquired":true,"shares":44900,"price":0,"value":0.0,"ownership":{"direct":true},"footnotes":[{"field":"derivative.exercise_price","element":"conversionOrExercisePrice","label":"F4","text":"Represents Performance Based Restricted Stock Units (PRSUs) granted to the Reporting Person on March 15, 2026, pursuant to the Issuer's Omnibus Equity Incentive Plan. 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Person exchanged 11,750 Class B-1 Units of QLH (the \"Class B-1 Units\"), along with 11,750 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":30652,"source":{"system":"sec-edgar","filing":"0001818383-21-000005","document":"wf-form4_162518428424820.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000181838321000005/wf-form4_162518428424820.xml","form_type":"4"}},{"id":2648020,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":22911,"kind":"person","name":"Cramer Keith","position":1,"cik":"0001829989","reported_name":"Cramer Keith","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common 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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":283300,"derivative":{"underlying":"Class A Common 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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":18902,"source":{"system":"sec-edgar","filing":"0001209191-21-034025","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121034025/doc4.xml","form_type":"4"}},{"id":2730473,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":22911,"kind":"person","name":"Cramer Keith","position":1,"cik":"0001829989","reported_name":"Cramer Keith","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Restricted Stock 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date of grant, subject to continued employment with the Issuer through each vesting date."}],"balance_after":127623,"derivative":{"exercise_price":0,"underlying":"Class A Common Stock","underlying_shares":12762},"source":{"system":"sec-edgar","filing":"0001209191-21-029732","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121029732/doc4.xml","form_type":"4"}},{"id":2730472,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":22911,"kind":"person","name":"Cramer Keith","position":1,"cik":"0001829989","reported_name":"Cramer Keith","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"Class A Common 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Stock."},{"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."},{"field":"price","element":"transactionPricePerShare","label":"F2","text":"On March 23, 2021, Mr. Cramer exchanged 62,568 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 62,568 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."},{"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."},{"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."}],"balance_after":295050,"derivative":{"underlying":"Class A Common 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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. Cramer exchanged 62,568 Class B-1 Units of QL Holdings LLC (the \"Class B-1 Units\"), along with 62,568 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":75330,"source":{"system":"sec-edgar","filing":"0001209191-21-023002","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121023002/doc4.xml","form_type":"4"}},{"id":2886153,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":22911,"kind":"person","name":"Cramer Keith","position":1,"cik":"0001829989","reported_name":"Cramer 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date."},{"field":"derivative.expiration_date","element":"expirationDate","label":"F3","text":"On October 30, 2020, the Reporting Person was granted 153,147 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":140385,"derivative":{"underlying":"Class A Common Stock","underlying_shares":12762},"source":{"system":"sec-edgar","filing":"0001209191-21-006893","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000120919121006893/doc4.xml","form_type":"4"}},{"id":2886152,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":22911,"kind":"person","name":"Cramer Keith","position":1,"cik":"0001829989","reported_name":"Cramer 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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":153147,"derivative":{"underlying":"CLASS A COMMON 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(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 62,875 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."},{"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 62,875 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 62,875 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."},{"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."}],"balance_after":357618,"derivative":{"underlying":"CLASS A COMMON STOCK","underlying_shares":62875},"source":{"system":"sec-edgar","filing":"0000899243-20-030245","document":"doc4.xml","document_sequence":1,"table":"derivative","row_type":"transaction","position":2,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000089924320030245/doc4.xml","form_type":"4"}},{"id":2995022,"issuer":{"id":1093,"kind":"organization","name":"MediaAlpha, Inc.","symbol":"MAX"},"owners":[{"id":22911,"kind":"person","name":"Cramer Keith","position":1,"cik":"0001829989","reported_name":"Cramer Keith","relationship":{"director":false,"officer":true,"ten_percent_owner":false,"other":false,"officer_title":"See Remarks"}}],"security":"CLASS B COMMON STOCK","published_at":"2020-11-03T21:47:02.000Z","date":"2020-10-30","kind":"sale","acquired":false,"shares":62875,"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 62,875 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 62,875 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 62,875 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":357618,"source":{"system":"sec-edgar","filing":"0000899243-20-030245","document":"doc4.xml","document_sequence":1,"table":"nonDerivative","row_type":"transaction","position":1,"url":"https://www.sec.gov/Archives/edgar/data/1818383/000089924320030245/doc4.xml","form_type":"4"}}]}