7.GOODWILL AND INTANGIBLE ASSETS:

Goodwill by operating segment and activity for the years ended March 31, 2017 and 2016 was as follows (dollars in thousands).


	Marketing
	Services
	and Audience		Marketing		Audience
	Solutions		Services		Solutions		Connectivity		Total
Balance at March 31, 2015	$	497,362	$	—	$	—	$	—	$	497,362
Brazil Impairment		(502)		—		—		—		(502)
Reallocation of segments		(496,860)		124,627		277,516		94,717		—
Acquisition of Allant		—		—		1,377		—		1,377
APAC Audience Solutions Impairment		—		—		(5,413)		—		(5,413)
Change in foreign currency translation adjustment		—		(41)		(50)		12		(79)
Balance at March 31, 2016	$	—	$	124,586	$	273,430	$	94,729	$	492,745
Acquisitions of Arbor and Circulate (see note 3)		—		—		—		105,670		105,670
Impact email disposition (see note 4)		—		(5,684)		—		—		(5,684)
Allant purchase accounting adjustments		—		—		18		—		18
Change in foreign currency translation adjustment		—		(12)		—		(6)		(18)
Balance at March 31, 2017	$	—	$	118,890	$	273,448	$	200,393	$	592,731

Year end balances in the table above are net of accumulated impairment losses of $120.1 million at March 31, 2017 and 2016, respectively.

Goodwill by component included in each operating segment as of March 31, 2017 was:


	Marketing		Audience
	Services		Solutions		Connectivity		Total
U.S.	$	110,910	$	273,448	$	196,833	$	581,191
APAC		7,980		—		3,560		11,540
Balance at March 31, 2017	$	118,890	$	273,448	$	200,393	$	592,731

The amounts allocated to intangible assets from acquisitions include developed technology, customer relationships, trade names, and publisher relationships. Amortization lives for those intangibles range from two years to ten years. The following table shows the amortization activity of intangible assets (dollars in thousands):


	2017		2016		2015
Developed technology, gross (Software)	$	52,150	$	42,850	$	42,524
Accumulated amortization		(29,775)		(17,950)		(9,924)
Net developed technology	$	22,375	$	24,900	$	32,600

Customer/Trade name, gross (Other assets, net)	$	43,164	$	35,466	$	34,166
Accumulated amortization		(21,702)		(16,263)		(11,265)
Net customer/trade name	$	21,462	$	19,203	$	22,901

Publisher relationship, gross (Other assets, net)	$	23,800	$	—	$	—
Accumulated amortization		(1,378)		—		—
Net publisher relationship	$	22,422	$	—	$	—

Total intangible assets, gross	$	119,114	$	78,316	$	76,690
Total accumulated amortization		(52,855)		(34,213)		(21,189)
Total intangible assets, net	$	66,259	$	44,103	$	55,501

Intangible assets by operating segment as of March 31, 2017 was (dollars in thousands):


	Marketing		Audience
	Services		Solutions		Connectivity		Total
Developed technology		—		1,500		20,875		22,375
Customer/Trade name		37		778		20,647		21,462
Publisher relationship		—		—		22,422		22,422
Balance at March 31, 2017	$	37	$	2,278	$	63,944	$	66,259

Total amortization expense related to intangible assets was $18.6 million, $15.5 million, and $11.4 million in fiscal 2017, 2016, and 2015, respectively. As of March 31, 2017, estimated future amortization expenses related to purchases and other intangible assets were as follows (dollars in thousands):


Year ending March 31,
2018	$	24,072
2019		15,213
2020		11,192
2021		7,254
2022		5,150
Thereafter		3,378
	$	66,259