The engineering of callbacks: 42 platforms, one lesson

Baidu oCPC, Ocean Engine, Tencent GDT… every platform has a different callback protocol. But the principle is the same: retry, idempotency, dead-letter queue — none of them optional.

2026-07-01

Every major ad platform accepts a conversion callback — a server-side signal that says "this ad click led to a real purchase." But each platform invented its own protocol. Baidu oCPC wants a different timestamp format from Ocean Engine. Tencent GDT has a stricter deduplication window. Kuaishou requires a HMAC-signed payload.

The lesson from integrating 42 of them: the protocol differences are cosmetic. The infrastructure is the same. You need idempotent delivery, a retry queue with exponential backoff, a dead-letter fallback, and a success-rate observable. Retidal ships that infrastructure so you do not have to build it once per platform.

Reach. React. Reward. Return.

Let every ad dollar return like the tide.

15-minute demo — see one conversion travel through attribution, incentive, callback, and reconciliation in a single closed loop.

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