Note 6 - Goodwill	9 Months Ended
Sep. 30, 2019
Notes to Financial Statements
Goodwill Disclosure [Text Block]	6. Goodwill Goodwill represents the cost in excess of fair value of net assets acquired in a business combination. As of September 30, 2019 , the total balance of goodwill was $164,774 , as a result of the acquisition of Interactive Data, LLC effective on October 2, 2014, the Fluent LLC Acquisition, the Q Interactive Acquisition and the AdParlor Acquisition (as defined in Note 14 , Business Acquisition ). In accordance with ASC Topic 350, Intangibles - Goodwill and Other, goodwill is tested at least annually for impairment, or when events or changes in circumstances indicate that the carrying amount of such assets may not be recoverable, by assessing qualitative factors or performing a quantitative analysis in determining whether it is more likely than not that its fair value exceeds the carrying value. The measurement date of the Company's annual goodwill impairment test is October 1. During the three months ended September 30, 2019, the Company determined that its declining operating results, along with a decline in the market value of its publicly trade stock, constituted a triggering event. As such, the Company conducted an interim test of the fair value of its goodwill for potential impairment. Based on the results of this interim impairment test, which used a combination of income and market approaches to determine the fair value of the Fluent reporting unit (as defined in Note 11, Segment information ), the Company concluded that, as of September 30, 2019, its goodwill was not impaired. The results of its interim impairment test indicated that the estimated fair value of the reporting unit exceeded its carrying value by approximately 12%. The Company believes that the assumptions utilized in its interim impairment testing, including the determination of an appropriate discount rate of 12.5%, long-term profitability growth projections, and estimated future cash flows, are reasonable. The risk of future impairment of its $159,790 of goodwill exists if actual results; such as lower than expected revenue, profitability, cash flows, market multiples, discount rates and control premiums, differ from the assumptions used in the Company's interim impairment test. In addition, a sustained decline in the market value of its publicly traded stock could impact the Company’s fair value assessment.

Goodwill

Goodwill represents the cost in excess of fair value of net assets acquired in a business combination. As of

September 30, 2019

, the total balance of goodwill was

$164,774

, as a result of the acquisition of Interactive Data, LLC effective on

October

2014,

the Fluent LLC Acquisition, the Q Interactive Acquisition and the AdParlor Acquisition (as defined in Note

Business Acquisition

In accordance with ASC Topic

350,

Intangibles - Goodwill and Other,

goodwill is tested at least annually for impairment, or when events or changes in circumstances indicate that the carrying amount of such assets

may

not

be recoverable, by assessing qualitative factors or performing a quantitative analysis in determining whether it is more likely than

not

that its fair value exceeds the carrying value. The measurement date of the Company's annual goodwill impairment test is

October 1.

During the

three

months ended

September 30, 2019,

the Company determined that its declining operating results, along with a decline in the market value of its publicly trade stock, constituted a triggering event. As such, the Company conducted an interim test of the fair value of its goodwill for potential impairment. Based on the results of this interim impairment test, which used a combination of income and market approaches to determine the fair value of the Fluent reporting unit (as defined in Note

11,

Segment information

), the Company concluded that, as of

September 30, 2019,

its goodwill was

not

impaired. The results of its interim impairment test indicated that the estimated fair value of the reporting unit exceeded its carrying value by approximately

12%.

The Company believes that the assumptions utilized in its interim impairment testing, including the determination of an appropriate discount rate of

12.5%,

long-term profitability growth projections, and estimated future cash flows, are reasonable. The risk of future impairment of its

$159,790

of goodwill exists if actual results; such as lower than expected revenue, profitability, cash flows, market multiples, discount rates and control premiums, differ from the assumptions used in the Company's interim impairment test. In addition, a sustained decline in the market value of its publicly traded stock could impact the Company’s fair value assessment.