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13. Segment Analysis | 9 Months Ended
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Sep. 30, 2012
Segment Analysis |
13. Segment Analysis | In the third quarter of 2012, management reorganized the operations combining the former three operating segments - Publisher Network, Software Search and Partner Programs into the two operating segments; Publisher Network and Software Search. Partner Programs were merged into the two remaining segments. Prior to 2012, we operated with two segments classified as Performance Marketing and Web Properties. For presentation purposes, our prior period results included herein have been reclassified for the new segment structure. Listed below is an unaudited presentation of net revenue and gross profit for all reportable segments for the three and nine months ended September 30, 2012 and 2011. We currently only track certain assets at the segment level and therefore assets by segment are not presented below. Net Revenue by Industry Segment (in thousands)
|  | Three Months Ended September 30 |  | Nine Months Ended September 30
|  | 2012 ($) |  |  | % of Revenue |  | 2011 ($) |  |  | % of Revenue |  | 2012 ($) |  |  | % of Revenue |  | 2011 ($) |  |  | % of Revenue
Publisher Network |  |  | 7,605 |  |  |  | 49.1 | % |  |  | 8,153 |  |  |  | 99.4 | % |  |  | 19,429 |  |  |  | 52.3 | % |  |  | 29,160 |  |  |  | 99.8 | %
Software Search |  |  | 7,876 |  |  |  | 50.9 | % |  |  | 50 |  |  |  | 0.6 | % |  |  | 17,694 |  |  |  | 47.7 | % |  |  | 50 |  |  |  | 0.2 | %
Total net revenue |  |  | 15,481 |  |  |  | 100.0 | % |  |  | 8,203 |  |  |  | 100.0 | % |  |  | 37,123 |  |  |  | 100.0 | % |  |  | 29,210 |  |  |  | 100.0 | %
Gross Profit by Industry Segment (in thousands)
|  | Three Months Ended September 30, |  | Nine Months Ended September 30,
|  | 2012 ($) |  |  | % of Net Revenue |  | 2011 ($) |  |  | % of Net Revenue |  | 2012 ($) |  |  | % of Net Revenue |  | 2011 ($) |  |  | % of Net Revenue
Publisher Network |  |  | 1,895 |  |  |  | 12.2 | % |  |  | 3,517 |  |  |  | 42.9 | % |  |  | 4,326 |  |  |  | 11.7 | % |  |  | 13,054 |  |  |  | 44.7 | %
Software Search |  |  | 6,841 |  |  |  | 44.2 | % |  |  | 50 |  |  |  | 0.6 | % |  |  | 14,606 |  |  |  | 39.3 | % |  |  | 50 |  |  |  | 0.2 | %
Total gross profit |  |  | 8,736 |  |  |  | 56.4 | % |  |  | 3,567 |  |  |  | 43.5 | % |  |  | 18,932 |  |  |  | 51.0 | % |  |  | 13,104 |  |  |  | 44.9 | %

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- Definition The entire disclosure for reporting segments including data and tables. Reportable segments include those that meet any of the following quantitative thresholds a) it's reported revenue, including sales to external customers and intersegment sales or transfers is 10 percent or more of the combined revenue, internal and external, of all operating segments b) the absolute amount of its reported profit or loss is 10 percent or more of the greater, in absolute amount of 1) the combined reported profit of all operating segments that did not report a loss or 2) the combined reported loss of all operating segments that did report a loss c) its assets are 10 percent or more of the combined assets of all operating segments. + References Reference 1: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 29 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8864-108599 Reference 2: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 30 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8906-108599 Reference 3: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 32 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8933-108599 Reference 4: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 35 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8984-108599 Reference 5: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 1 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8380-108599 Reference 6: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 10 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8538-108599 Reference 7: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 42 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e9054-108599 Reference 8: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 12 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8595-108599 Reference 9: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Statement of Financial Accounting Standard (FAS) -Number 131 -LegacyDoc This reference is SUPERSEDED by the Accounting Standards Codification effective for interim and annual periods ending after September 15, 2009. This reference is included to help users transition from the previous accounting hierarchy and will be removed from future versions of this taxonomy. Reference 10: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 34 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8981-108599 Reference 11: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 33 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8971-108599 Reference 12: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 26 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8844-108599 Reference 13: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 31 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e8924-108599 Reference 14: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 40 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e9031-108599 Reference 15: http://www.xbrl.org/2003/role/presentationRef -Publisher FASB -Name Accounting Standards Codification -Topic 280 -SubTopic 10 -Section 50 -Paragraph 41 -URI http://asc.fasb.org/extlink&oid=6534315&loc=d3e9038-108599 + Details
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