"A quick reminder for TikTok advertisers: The platform is phasing out its Custom Identity option, which enables advertisers to run ads without linking to an official account, in early 2026. And when that happens, all TikTok advertisers will then need to be creating ads via a verified TikTok profile in order to continue running ads in the app."
"According to backend tests, 59.3% of advertisers saw their cost per acquisition (CPA) decrease by at least 10% after linking accounts."
TikTok will phase out the Custom Identity option in early 2026. The Custom Identity option currently allows advertisers to run ads without linking to an official account. After the phase-out, advertisers must create ads through verified TikTok profiles to continue running ads in the app. Backend tests indicate that linking accounts improves performance: 59.3% of advertisers experienced at least a 10% decrease in cost per acquisition (CPA) after linking accounts. Advertisers who have not yet linked or verified their profiles will need to prepare to verify accounts and link them to ad campaigns before the deadline.
Read at Social Media Today
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