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Note 7 - Goodwill

12 Months Ended

Dec. 31, 2020

7. Goodwill

Goodwill represents the difference between the purchase price and the estimated fair value of net assets acquired, when accounted for by the acquisition method of accounting. As of December 31, 2020, the goodwill balance relates to the acquisition of Interactive Data, LLC, the Fluent LLC Acquisition, the Q Interactive Acquisition, the AdParlor Acquisition and the Winopoly Acquisition (as further discussed in Note 13, Business acquisitions). As of December 31, 2020 and 2019, the change in the carrying value of goodwill for our operating segments (as defined in Note 12, Segment information), are listed below:

(In thousands)	*Fluent*		*All Other*			*Total*
Balance as at December 31, 2019	$	159,791	$	4,983		$	164,774
Winopoly Acquisition		1,131		—			1,131
Goodwill impairment		—		(817	)		(817	)
Balance as at December 31, 2020	$	160,922	$	4,166		$	165,088

The carrying value of the All Other reporting unit’s goodwill was remeasured to fair value on a nonrecurring basis in the second quarter of 2020. The fair value of the All Other reporting unit was calculated by weighting the results from the income approach and the market approach. The income approach uses a discounted cash flow model that requires various observable and non-observable inputs, such as discount rates, forecast cash flows, and terminal values. The market approach uses revenue and EBITDA multiples based on a group of peer companies, which are then applied to the revenues and EBITDA of the All Other reporting unit. The resulting fair value Level 3 estimate was less than the All other reporting unit’s carrying value by $817, and as such the All Other reporting unit’s goodwill was impaired by this amount.