In March 2021, we acquired Fit Analytics GmbH (“Fit Analytics”), a sizing technology company that powers solutions for retailers and brands, to grow our e-commerce and shopping offerings. The purchase consideration for Fit Analytics was $124.4 million, which primarily represents current and future cash consideration payments.

The allocation of purchase price is preliminary and is subject to additional information received related to the assets and liabilities that existed as of the acquisition date. The preliminary allocation of the total purchase consideration for this acquisition is estimated as follows:

	Total
	(in thousands)
Trademarks	$	800
Technology		17,000
Customer Relationships		17,000
Goodwill		88,132
Net deferred tax liability		(5,643	)
Other assets acquired and liabilities assumed, net		7,160
Total	$	124,449

The goodwill amount represents synergies related to our existing platform expected to be realized from this business combination and assembled workforce. The associated goodwill and intangible assets are not deductible for tax purposes.

In the first quarter of 2021, we completed an acquisition to enhance our existing platform, technology, and workforce. The purchase consideration was $7.6 million of which $5.8 million was allocated to goodwill and the remainder primarily to identifiable intangible assets. The goodwill amount represents synergies related to our existing platform expected to be realized from the business acquisitions and assembled workforces. The associated goodwill and intangible assets are not deductible for tax purposes.

For the year ended December 31, 2020, we completed acquisitions to enhance our existing platform, technology, and workforce. The aggregate allocation of acquisition date fair value was as follows:

	Total
	(in thousands)
Technology		46,112
Goodwill		162,747
Net deferred tax liability		(5,741	)
Other assets acquired and liabilities assumed, net		1,392
Total	$	204,510

The goodwill amount represents synergies related to our existing platform expected to be realized from the business acquisitions and assembled workforces. Of the acquired goodwill and intangible assets, $49.6 million is deductible for tax purposes.