Summary of Significant Accounting Policies | Summary of Significant Accounting Policies Principles of Consolidation The condensed consolidated financial statements include the accounts of the Company and its wholly-owned subsidiary and have been prepared in accordance with accounting principles generally accepted in the United States of America (“GAAP”). All intercompany accounts and transactions have been eliminated in consolidation. Basis of Presentation The condensed consolidated financial statements have been prepared on a going concern basis, which contemplates the realization of assets and the satisfaction of liabilities in the normal course of business. Management has evaluated whether there is substantial doubt about the entity’s ability to continue as a going concern. Substantial doubt about an entity’s ability to continue as a going concern exists when conditions and events, considered in the aggregate, indicate that it is probable that the entity will be unable to meet its obligations as they become due within one year after the date the financial statements are issued. Management’s evaluation shall be based on relevant conditions and events that are known and reasonably knowable as of that date. This evaluation initially does not take into consideration the potential mitigating effect of management’s plans that have not been fully implemented as of the date the financial statements are issued. The Company’s management has evaluated the facts and circumstances, excluding consideration of actions that have not been fully implemented as of the date these condensed consolidated financial statements are issued, and has concluded that the maturity of its short-term debt raises substantial doubt about its ability to continue as a going concern. The Company’s line of credit requires it to comply with certain covenants as described in Note 4 and has a current maturity date of March 31, 2018. If the Company were required to repay this short-term credit facility at maturity, the impact to the Company’s ability to meet its obligations as they become due would be materially and adversely affected. Management’s plan to mitigate this risk is to amend its current revolving line of credit facility, as it has done previously and most recently in March 2017, or to replace it with a suitable alternative prior to its maturity date. Alternatively, the Company may seek alternative sources of financing from other asset-backed lending institutions based on utilizing accounts receivable as collateral. The Company believes that its existing cash balances, together with its current revolving line of credit, as amended or replaced, will be sufficient to meet its anticipated cash requirements through at least the next 12 months and that this plan will alleviate any substantial doubt about the entity’s ability to continue as a going concern. Use of Estimates The preparation of financial statements in conformity with GAAP requires management to make estimates and assumptions that affect the reported amounts in the condensed consolidated financial statements and accompanying notes. The Company evaluates its estimates, including those related to its allowance for doubtful accounts, revenue recognition, internal-use software, stock-based compensation and income taxes and related valuation allowances. The Company bases its estimates on its historical experience and on various other assumptions that it believes to be reasonable, the results of which form the basis for making judgments about the carrying value of assets and liabilities. Actual results could differ from those estimates. Unaudited Interim Condensed Consolidated Financial Information The condensed consolidated financial statements and footnotes have been prepared in accordance with GAAP as contained in the Financial Accounting Standards Board (“FASB”) Accounting Standards Codification (“ASC”) and applicable rules and regulations of the Securities and Exchange Commission’s (“SEC”) Rule 10-01 of Regulation S-X for interim financial information. In the opinion of management, the interim financial information includes all adjustments of a normal recurring nature necessary for a fair presentation of financial position, the results of operations, comprehensive loss, changes in stockholders’ equity and cash flows. The results of operations for the three months ended March 31, 2017 are not necessarily indicative of the results for the full year or the results for any future periods. The accompanying condensed consolidated financial statements should be read in conjunction with the audited consolidated financial statements and notes thereto included in the Company’s Annual Report on Form 10-K for the fiscal year ended December 31, 2016 (“Form 10-K”). The significant accounting policies and recent accounting pronouncements were described in Note 2 to the consolidated financial statements included in the Form 10-K. There have been no significant changes in or updates to the accounting policies since December 31, 2016 , other than as described below within “Recently Adopted Accounting Pronouncements.” Concentration of Credit Risk Financial instruments that potentially subject the Company to concentrations of credit risk consist principally of cash, cash equivalents and accounts receivable. All of the Company’s cash and cash equivalents are held at financial institutions that management believes to be of high credit quality. The Company’s cash and cash equivalent accounts exceed federally insured limits. The Company has not experienced any losses on cash and cash equivalents to date. To manage accounts receivable risk, the Company evaluates and monitors the creditworthiness of its customers. As of December 31, 2016 , the Company did not have any advertising agencies that individually comprised a significant concentration of its accounts receivable and had one customer that comprised approximately 12% of its accounts receivable. As of March 31, 2017 , the Company did not have any customers or advertising agencies that individually comprised a significant concentration of its accounts receivable. For the three months ended March 31, 2016 and 2017 , the Company did not have any customers that individually comprised a significant concentration of its revenue. Allowance for Doubtful Accounts The Company extends credit to its customers without requiring collateral. Accounts receivable are stated at net realizable value. The Company utilizes the allowance method to provide for doubtful accounts based on management’s evaluation of the collectability of amounts due. The Company’s estimate is based on historical collection experience and the current status of accounts receivable. Historically, actual write-offs for uncollectible accounts have not significantly differed from the Company’s estimates. At December 31, 2016 and March 31, 2017 , the Company had reserved for $0.3 million of its accounts receivable balance, respectively. The following table presents the changes in the allowance for doubtful accounts for the three months ended March 31 (in thousands): Three Months 2016 2017 Allowance for doubtful accounts: Balance, beginning of period $ 102 $ 290 Add: adjustment for bad debts 332 (1 ) Less: write-offs, net of recoveries (104 ) — Balance, end of period $ 330 $ 289 Internal-Use Software Development Costs The Company capitalizes certain costs associated with software developed for internal use, primarily consisting of direct labor costs associated with creating the software. Software development projects generally include three stages: the preliminary project stage (all costs are expensed as incurred); the application development stage (certain costs are capitalized and certain costs are expensed as incurred); and the post-implementation/operation stage (all costs are expensed as incurred). Costs capitalized in the application development stage primarily include costs of designing, coding and testing the software. Capitalization of costs requires judgment in determining when a project has reached the application development stage and the period over which the Company expects to benefit from the use of that software. Once the software is placed in service, these capitalized costs are amortized using the straight-line method over the estimated useful life of the software. Internal-use software development costs of $1.9 million and $1.7 million were capitalized during the three months ended March 31, 2016 and 2017 , respectively. Capitalized internal-use software development costs are included in property, equipment and software, net in the condensed consolidated balance sheets. Amortization expense related to the capitalized internal-use software was $1.0 million and $1.4 million for the three months ended March 31, 2016 and 2017 , respectively, and is primarily included in other cost of revenue and research and development expense in the condensed consolidated statements of operations. The net book value of capitalized internal-use software was $12.0 million and $12.3 million at December 31, 2016 and March 31, 2017 , respectively. Recently Adopted Accounting Pronouncements In November 2015, the FASB issued ASU 2015-17, Balance Sheet Classification of Deferred Taxes. This accounting standards update simplifies the presentation of deferred income taxes by eliminating the current requirement for an entity to separate deferred income tax liabilities and assets into current and noncurrent amounts in a classified statement of financial position. ASU 2015-17 requires an entity to classify deferred income tax liabilities and assets, as well as any related valuation allowance, as noncurrent within a classified balance sheet. This accounting standards update is effective for interim or annual periods beginning after December 15, 2016, and can be applied retrospectively or prospectively. The Company elected to early adopt ASU 2015-17, effective December 31, 2016, on a retrospective basis. The Company now has, in each taxable jurisdiction, one deferred tax asset and liability, along with any related valuation allowance, classified as noncurrent on its consolidated balance sheets. The adoption did not have a material effect on the Company’s consolidated results of operations, financial position or cash flows as the Company has a full valuation allowance on deferred tax assets due to its historical losses from operations. In March 2016, the FASB issued ASU 2016-09, Improvements to Employee Share-Based Payment Accounting . This accounting standard simplifies several aspects of the accounting for share-based payment transactions, including the income tax consequences, classification of awards as either equity or liabilities and classification on the statement of cash flows. ASU 2016-09 is effective for interim or annual periods beginning after December 15, 2016. The Company adopted ASU 2016-09, effective January 1, 2017. The adoption did not have a material effect on the Company’s consolidated results of operations, financial position and cash flows. The following summarizes the effects of the adoption on the Company's unaudited condensed consolidated financial statements: Income taxes - Upon adoption of this standard, all excess tax benefits and tax deficiencies are recognized as income tax expense or benefit in the income statement. The tax effects of exercised or vested awards are treated as discrete items in the reporting period in which they occur. The Company also recognizes excess tax benefits regardless of whether the benefit reduces taxes payable in the current period. The Company has applied the modified retrospective adoption approach beginning in 2017 and has recorded a cumulative-effect adjustment to retained earnings for excess tax benefits in the amount of $0.5 million . Due to the historical losses from the Company’s operations, an offsetting amount of $0.5 million to the valuation allowance has also been recorded through a cumulative-effect adjustment to retained earnings. This adjustment related to tax assets that had previously arisen from tax deductions for equity compensation expenses that were greater than the compensation recognized for financial reporting. These assets had been excluded from the deferred tax assets and liabilities totals on the balance sheet as a result of historical accounting treatment. Prior periods have not been adjusted. Forfeitures - Share-based compensation expense is recognized on a straight line basis, net of estimated forfeitures, such that expense is recognized only for share-based awards that are expected to vest. A forfeiture rate is estimated annually and revised, if necessary, in subsequent periods if actual forfeitures differed from initial estimates. Upon adoption of this standard, the Company continued its forfeiture estimation policy. As such, prior periods have not been adjusted. Earnings Per Share - The Company uses the treasury stock method to compute diluted earnings per share, unless the effect would be anti-dilutive. Under this method, the Company will no longer be required to estimate the tax rate and apply it to the dilutive share calculation for determining the dilutive earnings per share, if necessary. The Company has utilized the modified retrospective adoption approach and has applied this methodology beginning in 2017 and prior periods have not required adjustment. Statements of Cash Flows - Upon adoption of this standard, excess tax benefits are to be classified along with other income tax cash flows as operating activities. In addition, payments to a tax authority by an employer when withholding shares from an employee’s award for tax-withholding purposes are to be classified as financing activities. The Company has elected to adopt this portion of the standard on a prospective basis beginning in 2017. Prior periods have not required adjustment. Upon adoption, no other aspects of this standard had a material impact on the Company's unaudited condensed consolidated results of operations, financial position or cash flows. Recent Accounting Pronouncements Not Yet Adopted In May 2014, the FASB issued ASU 2014-09, Revenue from Contracts with Customers . The new standard provides a single principles-based, five-step model to be applied to all contracts with customers, which steps are to (1) identify the contract(s) with the customer; (2) identify the performance obligations in the contract; (3) determine the transaction price; (4) allocate the transaction price to the performance obligations in the contract; and (5) recognize revenue when each performance obligation is satisfied. More specifically, revenue will be recognized when promised goods or services are transferred to the customer in an amount that reflects the consideration expected in exchange for those goods or services. This guidance states that an entity should recognize revenue to depict the transfer of promised goods or services to customers in an amount that reflects the consideration to which the entity expects to be entitled in exchange for those goods or services. In August 2015, the FASB issued ASU 2015-14, which defers the effective date of ASU 2014-09 for all entities by one year. In March 2016, the FASB issued ASU 2016-08, which clarifies the implementation guidance on principal versus agent considerations. In April 2016, the FASB issued ASU 2016-10, which clarifies the implementation guidance on identifying performance obligations and licensing. In May 2016, the FASB issued ASU 2016-11, Rescission of SEC Guidance Because of Accounting Standards Updates 2014-09 and 2014-16 Pursuant to Staff Announcements at the March 3, 2016 EITF Meeting , which rescinds SEC paragraphs pursuant to SEC staff announcements. These rescissions include changes to topics pertaining to accounting for shipping and handling fees and costs and accounting for consideration given by a vendor to a customer. In May 2016, the FASB issued ASU 2016-12, Narrow-Scope Improvements and Practical Expedients , which amends certain aspects of the new revenue recognition standard pursuant to ASU 2014-09. In December 2016, the FASB issued ASU 2016-20, which contains amendments that affect narrow aspects of the new revenue recognition guidance. ASU 2014-09, as amended by ASU 2015-14, is effective for interim or annual periods beginning after December 15, 2017. Early adoption of the standard is permitted, but not before the original effective date. The Company plans to adopt ASU 2014-09 as of January 1, 2018. The Company enters into insertion order contracts, or IOs, with customers either directly or through advertising agencies that act on behalf of its customers to deliver targeted digital marketing campaigns through various channels. Executed IOs typically have a term of less than three months and are cancelable at any time. The Company prices its marketing campaigns based on the number of advertising impressions and recognizes revenue as they are delivered. The Company is permitted to use either the retrospective or the modified retrospective method when adopting ASU 2014-09. The Company currently expects to apply the modified retrospective method of adoption; however it has not yet finalized its transition method. The Company is currently evaluating the impact of this standard on its consolidated results of operations, financial position, cash flows and disclosures. In February 2016, the FASB issued ASU 2016-02, Leases (Topic 842) . The purpose of this guidance is to increase transparency and comparability among organizations by recognizing lease assets and lease liabilities on the balance sheet and disclosing key information about leasing arrangements. This guidance supersedes previous accounting guidance under Topic 840. Under ASU 2016-02, a lessee will be required to recognize assets and liabilities for the rights and obligations created by leases for leases with lease terms of more than 12 months. Lessor accounting remains substantially similar to current GAAP. In addition, disclosures of leasing activities are to be expanded to include qualitative along with specific quantitative information. ASU 2016-02 is effective for interim or annual periods beginning after December 15, 2018 and early adoption is permitted. This standard requires lessees and lessors to recognize and measure leases at the beginning of the earliest period presented using a modified retrospective approach. The Company does not expect to early adopt this guidance and is currently evaluating the impact of the adoption of this guidance on its consolidated results of operations, financial position and cash flows. In August 2016, the FASB issued ASU 2016-15, Classification of Certain Cash Receipts and Cash Payments . This new standard provides guidance related to eight specific cash flow issues, with the objective of reducing diversity in practice of how certain cash receipts and payments are presented and classified in the statement of cash flows. ASU 2016-15 is effective for interim or annual periods beginning after December 15, 2017 and early adoption is permitted. ASU 2016-15 must be applied retrospectively, unless it is impracticable to do so, in which case the amendments would be applied prospectively as of the earliest date practicable. The Company does not expect to early adopt this guidance and is currently evaluating the impact of the adoption of this guidance on its consolidated results of operations, financial position and cash flows. In November 2016, the FASB issued ASU 2016-18, Restricted Cash . The purpose of this guidance is to reduce the diversity in practice that exists in the classification and presentation of changes in restricted cash on the statement of cash flows. This guidance requires that a statement of cash flows explain the change during the period in the total of cash, cash equivalents and amounts generally described as restricted cash or restricted cash equivalents. Therefore, amounts generally described as restricted cash and restricted cash equivalents should be included with cash and cash equivalents when reconciling the beginning-of-period and end-of-period total amounts shown on the statement of cash flows. ASU 2016-18 is effective for interim or annual periods beginning after December 15, 2017 and early adoption is permitted. This guidance must be applied retrospectively. The Company does not expect to early adopt this guidance and is currently evaluating the impact of the adoption of this guidance on its consolidated results of operations, financial position and cash flows. |