Exhibit 23.1
CONSENT OF INDEPENDENT REGISTERED PUBLIC ACCOUNTING FIRM
We hereby consent to the incorporation by reference in this Registration Statement on Form S-8 of MediaAlpha, Inc. of our report dated September 16, 2020 relating to the financial statements of QL Holdings LLC, which appears in MediaAlpha, Inc.’s final prospectus filed pursuant to Rule 424(b) on October 29, 2020, in connection with the Registration Statement on Form S-1 (File No. 333-249326), as amended. We also consent to the reference to us under the heading “Experts” in this Registration Statement.
/s/ PricewaterhouseCoopers LLP
Boston, Massachusetts
November 9, 2020
