Trade Desk Inc (NASDAQ:TTD) stock fell 0.34% (As on May 11, 11:23:50 AM UTC-4, Source: Google Finance) though the company posted better than expected results for the first quarter of FY 22. Customer retention remained over 95% during the first quarter.

TTD in the first quarter of FY 22 has reported the adjusted earnings per share of 21 cents, beating the analysts’ estimates for the adjusted earnings per share of 15 cents. The company had reported the adjusted revenue of $315 million in the first quarter of FY 22, beating the analysts’ estimates for revenue of $304.69 million.

The Trade Desk Inc. expects Q2 2022 revenue to be of at least $364 million, versus the consensus of $361 million. Adjusted EBITDA is expected to be of approximately $121 million.

Meanwhile, in March, The Trade Desk announced a new integration with Adobe Real-Time CDP, a leading customer data platform. As marketers prepare for the deprecation of third-party cookies, the collaboration empowers the activation of first-party data to create more precise digital advertising campaigns. In March, The Trade Desk launched a new certified service partner program for small and medium-sized businesses (SMBs). As part of the announcement, Goodway Group became The Trade Desk’s first certified service partner to help meet rising demand from SMBs as they increasingly turn to data-driven advertising to optimize budgets.

Further, the Trade Desk is building support for Unified ID 2.0, an industry-wide approach to identity that preserves the value of relevant advertising, while putting user control and privacy at the forefront. The ID is an upgrade and alternative to third-party cookies. Recent partnerships and pledges of support includes the collaboration with LiveRamp to create European Unified ID (EUID), a new privacy-first, interoperable solution for the European Advertising Market. The company signed the partnership with AppLovin, marking the first mobile-native in-app exchange to enable Unified ID 2.0 signals for mobile publishers.

Moreover, the company launched OpenPath, that includes the ability for publishers to integrate directly with The Trade Desk, allowing advertisers direct access to their inventory. The company removes inefficiencies often present in the programmatic supply chain, including those propagated by walled gardens. The Trade Desk is building support for Unified ID 2.0, an industry-wide approach to identity that preserves the value of relevant advertising, while putting user control and privacy at the forefront.