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UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington , D.C. 20549 FORM 10 - K ( Mark One ) ANNUAL REPORT PURSUANT TO SECTION 13 OR 15 ( d ) OF THE SECURITIES EXCHANGE ACT OF 1934 For the fiscal year ended December 31 , 2020 OR TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 ( d ) OF THE SECURITIES EXCHANGE ACT OF 1934 FOR THE TRANSITION PERIOD FROM ΤΟ Delaware ( State or other jurisdiction of incorporation or organization ) Title of each class Class A Common Stock , $ 0.01 par value per share MediaAlpha , Inc. ( Exact name of Registrant as specified in its Charter ) Securities registered pursuant to Section 12 ( b ) of the Act : Commission File Number 001-39671 700 South Flower Street , Suite 640 Los Angeles , California 90017 ( Address of principal executive offices , including zip code ) ( 213 ) 316-6256 ( Registrant's telephone number , including area code ) None . Trading Symbol ( s ) MAX 85-1854133 ( I.R.S. Employer Identification No. ) Securities registered pursuant to Section 12 ( g ) of the Act : None Indicate by check mark if the Registrant is a well - known seasoned issuer , as defined in Rule 405 of the Securities Act . YES NO Indicate by check mark if the Registrant is not required to file reports pursuant to Section 13 or 15 ( d ) of the Act . YES NO Indicate by check mark whether the Registrant : ( 1 ) has filed all reports required to be filed by Section 13 or 15 ( d ) of the Securities Exchange Act of 1934 during the preceding 12 months ( or for such shorter period that the Registrant was required to file such reports ) , and ( 2 ) has been subject to such filing requirements for the past 90 days . YES NO Name of each exchange on which registered NYSE Indicate by check mark whether the Registrant has submitted electronically every Interactive Data File required to be submitted pursuant to Rule 405 of Regulation S - T ( §232.405 of this chapter ) during the preceding 12 months ( or for such shorter period that the Registrant was required to submit such files ) . YES > NO Indicate by check mark whether the registrant is a large accelerated filer , an accelerated filer , a non - accelerated filer , smaller reporting company , or an emerging growth company . See the definitions of “ large accelerated filer , ” “ accelerated filer , ” “ smaller reporting company , ” and “ emerging growth company " in Rule 12b - 2 of the Exchange Act . Large accelerated filer Non - accelerated filer Emerging growth company If an emerging growth company , indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13 ( a ) of the Exchange Act . Accelerated filer Smaller reporting company 1 Indicate by check mark whether the registrant has filed a report on and attestation to its management's assessment of the effectiveness of its internal control over financial reporting under Section 404 ( b ) of the Sarbanes - Oxley Act ( 15 U.S.C. 7262 ( b ) ) by the registered public accounting firm that prepared or issued its audit report . Indicate by check mark whether the Registrant is a shell company ( as defined in Rule 12b - 2 of the Exchange Act ) . YESNO The aggregate market value of the Registrant's Class A Common Stock held by non - affiliates of the Registrant was approximately $ 359.9 million based on the closing market price as of the close of business on October 28 , 2020 , the first day of trading on the New York Stock Exchange of the Registrant's Class A Common Stock . DOCUMENTS INCORPORATED BY REFERENCE As of February 26 , 2021 , there were 33,815,086 shares of MediaAlpha , Inc.'s Class A common stock , $ 0.01 par value per share , and 25,536,043 shares of MediaAlpha , Inc.'s Class B common ock , par value $ 0.01 per share , outstanding .