Platform Updates•8 min read
TikTok Ditches Custom Identity: F.I.R.S.T. Framework Promises Big Wins for Advertisers
TikTok is eliminating its Custom Identity option for ads, pushing marketers toward verified profiles and the F.I.R.S.T. framework. Early data shows 59% of brands cutting CPA by 10% or more—here's how to adapt and thrive.
Blake Thornton•Jan 10, 2026