About changes coming to Custom Identity

Last updated: March 2026

To improve business and user experience, TikTok is phasing out the use of Custom Identity for advertising (i.e. ads with custom profile images/display names). Starting January 2026, all new campaigns* must be linked to a TikTok account. You can still add your own ad creatives, use posts from your linked TikTok account, or use authorized creator posts to run ads. You can also maximize your advertising by using Smart+ campaigns with your linked TikTok account.

*The following campaign types are currently not impacted by this change:

  • Campaigns using "Branded Mission" objective

  • Campaigns using "Sales - TikTok Shop" objective

  • Campaigns with "Use Smart Creative to create ads" toggle on

  • Manual campaigns using a catalog

  • Pangle/Global App Bundle only placements


Benefits

Linking your TikTok account builds a verified, trusted connection between your brand and your advertising, while unlocking more advertising benefits:

  • New Solutions: Linking your ads to a TikTok account can unlock new delivery features, like Paid & Organic Optimization, to improve ROAS. This is an exclusive feature to Smart+ campaigns.

  • Brand Trust: TikTok users can more reliably discover and engage with businesses linked to an actual TikTok account.

  • Better Performance: Ads linked to a TikTok account perform better than ads that use Custom Identity due to better personalization.

  • Improved Engagement: TikTok users can engage more deeply with ads linked to a TikTok account by following their account and discovering more organic videos.


Before you begin

Before you link your TikTok account for new TikTok Ads Manager campaigns:

  • Prepare a TikTok account for your business. You can create a new TikTok account here.

  • Toggle the "Show through ads only" option in TikTok Ads Manager to prevent new ad creatives from appearing on your organic profile.


How to link TikTok account for new TikTok Ads Manager campaigns

You can link your TikTok accounts to TikTok Ads Manager as ad delivery assets through TikTok Business Center (recommended) or directly in TikTok Ads Manager:

  1. In Business Center, link your TikTok accounts as ad delivery assets.

  2. Grant access by either:

    1. linking the TikTok account to your Ads Manager account, or

    2. providing ad delivery permissions to external partners' Ads Manager accounts.

Your TikTok account is now ready for ad delivery in TikTok Ads Manager.

Note: This method allows linking multiple TikTok accounts to multiple TikTok Ads Manager accounts (including external partners) with centralized permission management. This is recommended for most businesses.

Link directly in TikTok Ads Manager:

  1. In campaign creation flow, click Connect Account in the Ads Creative section.

  2. Follow the instructions and link your TikTok account.

Note: TikTok accounts linked this way are only accessible to the individual user who linked them, and cannot be centrally managed or shared with other team members or agencies. For team/agency collaboration, linking via TikTok Business Center is recommended.

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