Episode summary
In this episode of How I Grew This, hosts Amanda and Adam sit down with Angela Humphrey, General Manager of North America at YouAppi, to explore her decade-long journey from junior account manager to executive leadership. Angela demystifies mobile retargeting in a post-ATT environment, breaks down how connected TV (CTV) is evolving into a performance channel, and shares her philosophy on leading with authentic strength.
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Episode Notes
How do you build a lasting career in an industry constantly reshaped by privacy changes and new technology? In this episode of How I Grew This, Amanda and Adam sit down with Angela Humphrey, General Manager of North America at YouAppi, to explore her career in mobile adtech and the evolving realities of user retargeting.
Angela challenges the idea that retargeting died after ATT, explaining how deterministic opt-ins and probabilistic modeling can help apps re-engage high-value users. She also breaks down the shift of Connected TV (CTV) from a primarily top-of-funnel brand channel into a measurable performance channel, including the role of deep linking, assist metrics, and multi-device consumer behavior.
Beyond the tech stack, Angela opens up about moving into senior leadership, learning to delegate, and why leading with authenticity can be more effective than always projecting strength. Tune in for practical perspectives on modern app growth and lessons from Angela’s own evolution as a leader.
What You’ll Learn
- How Angela grew from an entry-level account manager into a General Manager role
- Why mobile app retargeting can still be effective after ATT
- The role of deterministic and probabilistic approaches in modern retargeting
- How CTV is evolving from a brand-awareness channel into a performance channel
- How marketers can evaluate the assist value of CTV campaigns that drive downstream app actions
- Why authenticity and vulnerability can make for stronger leadership
About the Guest
Angela Humphrey is General Manager of North America at YouAppi, an Affle company, with a decade of experience in performance mobile app marketing, programmatic advertising, and user retargeting. After transitioning from the legal field into adtech in 2015, Angela rose through the ranks at YouAppi, serving as Junior Account Manager, Sales Executive, and Growth Lead before stepping into her current leadership role.
Throughout her career, she has helped navigate major shifts in the mobile ecosystem, from post-ATT privacy changes to the growing role of CTV in performance marketing. Her approach combines deep experience in mobile growth with an authentic, people-centered leadership style.
