Note 7 - Goodwill

12 Months Ended

Dec. 31, 2024

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, 2024, the total balance of goodwill was $0, which represented a decrease of $1,261 from the balance as of December 31, 2023 due to a non-cash impairment charge recorded as of June 30, 2024. As of December 31, 2024 and 2023, the change in the carrying value of goodwill for our operating segments (Note 13, Segment information), are listed below:

(In thousands)	*Fluent*			*All Other*			*Total*
Balance at Ended December 31, 2022	$	51,614		$	3,497		$	55,111
TAPP Consolidation		1,555			—			1,555
Goodwill impairment		(53,169	)		(2,236	)		(55,405	)
Balance at December 31, 2023		—			1,261			1,261
Goodwill impairment		—			(1,261	)		(1,261	)
Balance at December 31, 2024	$	—		$	—		$	—

As of December 31, 2024, net goodwill was comprised of gross goodwill of $168,552 and accumulated impairment of $168,552.

During the second quarter of 2024, the Company determined that the effects of the expected decline in operations due to the impact of certain client relationships constituted a triggering event for the All Other reporting unit. The Company conducted an interim test of the fair value of the All Other reporting unit's goodwill for potential impairment related to the triggering event. The Company applied solely the income approach to determine the fair value of the All Other reporting unit. The results of this approach indicated that the carrying value exceeded its fair value by 58%. The Company therefore concluded that the goodwill was impaired as of June 30, 2024 and recorded a non-cash impairment charge for its remaining balance of $1,261.