GOODWILL AND INTANGIBLE ASSETS:

Goodwill by operating segment and activity for the years ended March 31, 2018 and 2017 was as follows (dollars in thousands):



	Marketing			Audience
	Services			Solutions		Connectivity			Total
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
Acquisition of PDP (see note 3)	—			—		3,260			3,260
Arbor purchase accounting adjustments	—			—		(21		)	(21		)
Change in foreign currency translation adjustment	18			—		7			25
Balance at March 31, 2018	$	118,908		$	273,448	$	203,639		$	595,995

Year end balances in the table above are net of accumulated impairment losses of $120.1 million at March 31, 2018 and 2017, respectively.

Goodwill by component included in each operating segment as of March 31, 2018 was:



	Marketing		Audience
	Services		Solutions		Connectivity		Total
U.S.	$	110,910	$	273,448	$	200,072	$	584,430
APAC	7,998		—		3,567		11,565
Balance at March 31, 2018	$	118,908	$	273,448	$	203,639	$	595,995

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):



	2018			2017			2016
Developed technology, gross (Software)	$	54,150		$	52,150		$	42,850
Accumulated amortization	(43,533		)	(29,775		)	(17,950		)
Net developed technology	$	10,617		$	22,375		$	24,900

Customer relationship/Trade name, gross (Other assets, net)	$	43,364		$	43,164		$	35,466
Accumulated amortization	(27,953		)	(21,702		)	(16,263		)
Net customer/trade name	$	15,411		$	21,462		$	19,203

Publisher relationship, gross (Other assets, net)	$	23,800		$	23,800		$	—
Accumulated amortization	(5,289		)	(1,378		)	—
Net publisher relationship	$	18,511		$	22,422		$	—

Total intangible assets, gross	$	121,314		$	119,114		$	78,316
Total accumulated amortization	(76,775		)	(52,855		)	(34,213		)
Total intangible assets, net	$	44,539		$	66,259		$	44,103

Intangible assets by operating segment as of March 31, 2018 was (dollars in thousands):



	Marketing		Audience
	Services		Solutions		Connectivity		Total
Developed technology	—		600		10,017		10,617
Customer/Trade name	11		311		15,089		15,411
Publisher relationship	—		—		18,511		18,511
Balance at March 31, 2018	$	11	$	911	$	43,617	$	44,539

Total amortization expense related to intangible assets was $23.9 million, $18.6 million, and $15.5 million in fiscal 2018, 2017, and 2016, respectively. As of March 31, 2018, estimated future amortization expenses related to purchases and other intangible assets were as follows (dollars in thousands):



Year ending March 31,
2019	$	15,980
2020	11,950
2021	8,025
2022	5,150
2023	3,434
	$	44,539