<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>144</submissionType>
    <filerInfo>
      <filer>
        <filerCredentials>
          <cik>0001830016</cik>
          <ccc>XXXXXXXX</ccc>
        </filerCredentials>
      </filer>
      <liveTestFlag>LIVE</liveTestFlag>



    </filerInfo>
  </headerData>
  <formData>
    <issuerInfo>
      <issuerCik>0001818383</issuerCik>
      <issuerName>MediaAlpha, Inc.</issuerName>
      <secFileNumber>001-39671</secFileNumber>
      <issuerAddress>
        <com:street1>700 SOUTH FLOWER STREET</com:street1>
        <com:street2>SUITE 640</com:street2>
        <com:city>LOS ANGELES</com:city>
        <com:stateOrCountry>CA</com:stateOrCountry>
        <com:zipCode>90017</com:zipCode>
      </issuerAddress>
      <issuerContactPhone>619-393-9368</issuerContactPhone>
      <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>Nonko Eugene</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
      <relationshipsToIssuer>
        <relationshipToIssuer>Director</relationshipToIssuer>
      </relationshipsToIssuer>
    </issuerInfo>
    <securitiesInformation>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <brokerOrMarketmakerDetails>
        <name>Charles Schwab &amp; Co., Inc.</name>
        <address>
          <com:street1>3000 Schwab Way</com:street1>
          <com:city>Westlake</com:city>
          <com:stateOrCountry>TX</com:stateOrCountry>
          <com:zipCode>76262</com:zipCode>
        </address>
      </brokerOrMarketmakerDetails>
      <noOfUnitsSold>827874</noOfUnitsSold>
      <aggregateMarketValue>11488407.00</aggregateMarketValue>
      <noOfUnitsOutstanding>54062155</noOfUnitsOutstanding>
      <approxSaleDate>07/06/2026</approxSaleDate>
      <securitiesExchangeName>NYSE</securitiesExchangeName>
    </securitiesInformation>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>07/30/2022</acquiredDate>
      <natureOfAcquisitionTransaction>Capital Contribution - See Remarks</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>MediaAlpha, Inc.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>581574</amountOfSecuritiesAcquired>
      <paymentDate>07/30/2022</paymentDate>
      <natureOfPayment>NA</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>10/30/2023</acquiredDate>
      <natureOfAcquisitionTransaction>Restricted Stock Lapse - See Remarks</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>MediaAlpha, Inc.</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>246300</amountOfSecuritiesAcquired>
      <paymentDate>10/23/2023</paymentDate>
      <natureOfPayment>Equity Compensation</natureOfPayment>
    </securitiesToBeSold>
    <nothingToReportFlagOnSecuritiesSoldInPast3Months>N</nothingToReportFlagOnSecuritiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>04/20/2026</saleDate>
      <amountOfSecuritiesSold>74373</amountOfSecuritiesSold>
      <grossProceeds>774285.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>04/21/2026</saleDate>
      <amountOfSecuritiesSold>37446</amountOfSecuritiesSold>
      <grossProceeds>377327.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>04/27/2026</saleDate>
      <amountOfSecuritiesSold>55485</amountOfSecuritiesSold>
      <grossProceeds>104016.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>04/28/2026</saleDate>
      <amountOfSecuritiesSold>7153</amountOfSecuritiesSold>
      <grossProceeds>71533.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>04/29/2026</saleDate>
      <amountOfSecuritiesSold>52494</amountOfSecuritiesSold>
      <grossProceeds>525317.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/10/2026</saleDate>
      <amountOfSecuritiesSold>23202</amountOfSecuritiesSold>
      <grossProceeds>232049.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/16/2026</saleDate>
      <amountOfSecuritiesSold>15468</amountOfSecuritiesSold>
      <grossProceeds>154698.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/17/2026</saleDate>
      <amountOfSecuritiesSold>7734</amountOfSecuritiesSold>
      <grossProceeds>77388.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/22/2026</saleDate>
      <amountOfSecuritiesSold>7734</amountOfSecuritiesSold>
      <grossProceeds>78333.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/23/2026</saleDate>
      <amountOfSecuritiesSold>7734</amountOfSecuritiesSold>
      <grossProceeds>78599.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/24/2026</saleDate>
      <amountOfSecuritiesSold>7734</amountOfSecuritiesSold>
      <grossProceeds>80931.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/29/2026</saleDate>
      <amountOfSecuritiesSold>10445</amountOfSecuritiesSold>
      <grossProceeds>124323.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>06/30/2026</saleDate>
      <amountOfSecuritiesSold>10445</amountOfSecuritiesSold>
      <grossProceeds>129884.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <securitiesSoldInPast3Months>
      <sellerDetails>
        <name>Eugene Nonko</name>
        <address>
          <com:street1>700 SOUTH FLOWER STREET, SUITE 640</com:street1>
          <com:city>LOS ANGELES</com:city>
          <com:stateOrCountry>CA</com:stateOrCountry>
          <com:zipCode>90017</com:zipCode>
        </address>
      </sellerDetails>
      <securitiesClassTitle>MediaAlpha, Inc</securitiesClassTitle>
      <saleDate>07/01/2026</saleDate>
      <amountOfSecuritiesSold>13571</amountOfSecuritiesSold>
      <grossProceeds>173610.00</grossProceeds>
    </securitiesSoldInPast3Months>
    <remarks>Shares on this filing may be acquired and sold over various dates. Sold by Eugene Nonko &amp; O.N.E HOLDINGS LLC.</remarks>
    <noticeSignature>
      <noticeDate>07/06/2026</noticeDate>
      <planAdoptionDates>
        <planAdoptionDate>03/03/2026</planAdoptionDate>
      </planAdoptionDates>
      <signature>Eugene Nonko</signature>
    </noticeSignature>
  </formData>
</edgarSubmission>
