MAX vs GOOG

For growth investors, MediaAlpha, Inc.

(MAX) is the stronger pick with 28. 8% revenue growth year-over-year, versus 15. 1% for Alphabet Inc. (GOOG). MediaAlpha, Inc. (MAX) offers the better valuation at 24. 2x trailing P/E (8. 5x forward), making it the more compelling value choice. Analysts rate MediaAlpha, Inc. (MAX) a "Buy" — based on 9 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.

On trailing P/E, MediaAlpha, Inc.

(MAX) is the cheapest at 24. 2x versus Alphabet Inc. at 35. 6x. On forward P/E, MediaAlpha, Inc. is actually cheaper at 8. 5x.

Over the past 5 years, Alphabet Inc.

(GOOG) delivered a total return of +227. 5%, compared to -77. 4% for MediaAlpha, Inc. (MAX). Over 10 years, the gap is even starker: GOOG returned +1016% versus MAX's -71. 8%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.

By beta (market sensitivity over 5 years), MediaAlpha, Inc.

(MAX) is the lower-risk stock at 1. 01β versus Alphabet Inc. 's 1. 23β — meaning GOOG is approximately 21% more volatile than MAX relative to the S&P 500.

By revenue growth (latest reported year), MediaAlpha, Inc.

(MAX) is pulling ahead at 28. 8% versus 15. 1% for Alphabet Inc. (GOOG). On earnings-per-share growth, the picture is similar: Alphabet Inc. grew EPS 34. 5% year-over-year, compared to 25. 8% for MediaAlpha, Inc.. Over a 3-year CAGR, MAX leads at 34. 4% annualised revenue growth. Higher growth typically commands a higher valuation multiple — check whether the premium P/E or P/S is justified by the growth rate using the PEG ratio.

Alphabet Inc.

(GOOG) is the more profitable company, earning 32. 8% net margin versus 2. 3% for MediaAlpha, Inc. — meaning it keeps 32. 8% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: GOOG leads at 32. 1% versus 7. 0% for MAX. At the gross margin level — before operating expenses — GOOG leads at 59. 7%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.

On forward earnings alone, MediaAlpha, Inc.

(MAX) trades at 8. 5x forward P/E versus 32. 4x for Alphabet Inc. — 23. 9x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for MAX: 19. 0% to $11. 25.

In this comparison, GOOG (0.

2% yield) pays a dividend. MAX does not pay a meaningful dividend and should not be held primarily for income.

For long-horizon retirement investors, Alphabet Inc.

(GOOG) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (low volatility (β 1. 23), +1016% 10Y return). Both have compounded well over 10 years (GOOG: +1016%, MAX: -71. 8%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.

Both stocks operate in the Communication Services sector, making this a peer-level intra-sector comparison — the same macro tailwinds and headwinds will affect both.

These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.