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GOODWILL AND OTHER INTANGIBLE ASSETS, NET | 12 Months Ended
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Dec. 31, 2022
Goodwill and Intangible Assets Disclosure [Abstract] |
GOODWILL AND OTHER INTANGIBLE ASSETS, NET |
NOTE 6: | GOODWILL AND OTHER INTANGIBLE ASSETS, NET
| a. | Goodwill
The changes in the net carrying amount of goodwill in 2022 and 2021 were as follows:
Balance as of January 1, 2021 |  | $ | 152,303 |
Acquisition of Vidazoo |  | $ | 36,962 |
Balance as of December 31, 2021 |  | $ | 189,265 |
Vidazoo measurement period adjustments |  | $ | 6,262 |
Balance as of December 31, 2022 |  | $ | 195,527 |
Goodwill has been recorded as a result of prior acquisitions and represents excess of the consideration over the net fair value of the assets of the businesses acquired. As of December 31, 2022, the Company has two reporting units – Display advertising and Search advertising. The Company performs tests for impairment of goodwill at the reporting unit level at least annually, or more frequently if events or changes in circumstances occur that would more likely than not reduce the fair value of a reporting unit below its carrying value. No impairment was incurred for the years ended December 31, 2022, 2021 and 2020.
| b. | Intangible assets, net
The following is a summary of intangible assets as of December 31, 2022:
|  | December 31, 2021 |  |  | Vidazoo measurement period adjustments |  |  | Amortization |  |  | December 31, 2022 |
Acquired technology |  | $ | 84,417 |  |  | $ | 5,358 |  |  | $ | - |  |  | $ | 89,775 |
Accumulated amortization |  |  | (31,137 | ) |  |  | - |  |  |  | (9,886 | ) |  |  | (41,023 | )
Impairment |  |  | (8,749 | ) |  |  | - |  |  |  | - |  |  |  | (8,749 | )
Acquired technology, net |  |  | 44,531 |  |  |  | 5,358 |  |  |  | (9,886 | ) |  |  | 40,003 |
Customer relationships |  |  | 45,054 |  |  |  | 1,490 |  |  |  | - |  |  |  | 46,544 |
Accumulated amortization |  |  | (23,218 | ) |  |  | - |  |  |  | (1,758 | ) |  |  | (24,976 | )
Impairment |  |  | (10,426 | ) |  |  | - |  |  |  | - |  |  |  | (10,426 | )
Customer relationships, net |  |  | 11,410 |  |  |  | 1,490 |  |  |  | (1,758 | ) |  |  | 11,142 |
Tradename and other |  |  | 18,503 |  |  |  | - |  |  |  | - |  |  |  | 18,503 |
Accumulated amortization |  |  | (12,634 | ) |  |  | - |  |  |  | (240 | ) |  |  | (12,874 | )
Impairment |  |  | (5,110 | ) |  |  | - |  |  |  | - |  |  |  | (5,110 | )
Tradename and other, net |  |  | 759 |  |  |  | - |  |  |  | (240 | ) |  |  | 519 |
Intangible assets, net |  | $ | 56,700 |  |  | $ | 6,848 |  |  | $ | (11,884 | ) |  | $ | 51,664 |
The following is a summary of intangible assets as of December 31, 2021:
|  | December 31, 2020 |  |  | Additions |  |  | Amortization |  |  | December 31, 2021 |
Acquired technology |  | $ | 53,412 |  |  | $ | 31,005 |  |  | $ | - |  |  | $ | 84,417 |
Accumulated amortization |  |  | (25,548 | ) |  |  | - |  |  |  | (5,589 | ) |  |  | (31,137 | )
Impairment |  |  | (8,749 | ) |  |  | - |  |  |  | - |  |  |  | (8,749 | )
Acquired technology, net |  |  | 19,115 |  |  |  | 31,005 |  |  |  | (5,589 | ) |  |  | 44,531 |
Customer relationships |  |  | 36,860 |  |  |  | 8,194 |  |  |  | - |  |  |  | 45,054 |
Accumulated amortization |  |  | (22,161 | ) |  |  | - |  |  |  | (1,057 | ) |  |  | (23,218 | )
Impairment |  |  | (10,426 | ) |  |  | - |  |  |  | - |  |  |  | (10,426 | )
Customer relationships, net |  |  | 4,273 |  |  |  | 8,194 |  |  |  | (1,057 | ) |  |  | 11,410 |
Tradename and other |  |  | 18,503 |  |  |  | - |  |  |  | - |  |  |  | 18,503 |
Accumulated amortization |  |  | (12,405 | ) |  |  | - |  |  |  | (229 | ) |  |  | (12,634 | )
Impairment |  |  | (5,110 | ) |  |  | - |  |  |  | - |  |  |  | (5,110 | )
Tradename and other, net |  |  | 988 |  |  |  | - |  |  |  | (229 | ) |  |  | 759 |
Intangible assets, net |  | $ | 24,376 |  |  | $ | 39,199 |  |  | $ | (6,875 | ) |  | $ | 56,700 |
The estimated useful life of the intangible assets are as follows:
|  |  | Estimated useful life |
Acquired technology |  |  | 4-7 years |
Customer relationships |  |  | 5-8 years |
Tradename and other |  |  | 4-11 years |
Amortization of intangible assets, net, in each of the succeeding five years and thereafter is estimated as follows:
2023 |  | $ | 12,255 |
2024 |  |  | 11,718 |
2025 |  |  | 8,283 |
2026 |  |  | 6,834 |
2027 |  |  | 6,590 |
Thereafter |  |  | 5,984 |
|  | $ | 51,664 |

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