Retargeting in a Post-Privacy World: How Angela Humphrey Navigates Mobile Growth and the Rise of CTV

How do you build a lasting career in an industry constantly disrupted by privacy changes and technological shifts? 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 trajectory in mobile adtech and the modern realities of user retargeting. Angela dispels the myth that retargeting died post-ATT, revealing how deterministic opt-ins and probabilistic modeling allow apps to profitably re-engage high-value users. She also breaks down the rapid shift of Connected TV (CTV) from a top-of-funnel brand play into an actionable performance channel, sharing strategies on deep linking, assist metrics, and multi-device consumer behaviors. Beyond the tech stack, Angela opens up about transitioning into high-level leadership, delegating control, and why leading with authenticity beats projecting impenetrable strength. Tune in to gain actionable growth strategies for modern app marketing and inspiration for navigating leadership growth.

What You’ll Learn:

• How to navigate career growth from an entry-level account manager to General Manager
• Why mobile app retargeting remains highly effective post-ATT privacy changes
• The technical prerequisites required for probabilistic and deterministic retargeting
• How Connected TV (CTV) is transitioning from brand awareness into a true performance channel
• How to evaluate the "value of assist" for CTV campaigns driving downstream mobile app actions
• Why authentic vulnerability makes for stronger, more effective leadership

About the Guest(s): 

Angela Humphrey is the General Manager of North America at YouAppi (an Affle company), bringing a decade of specialized experience in performance mobile app marketing, programmatic DSP advertising, and user retargeting. Beginning her AdTech career in 2015 after transitioning from the legal field, Angela steadily rose through the ranks at YouAppi—serving as Junior Account Manager, Sales Executive, and Growth Lead before stepping into her current GM leadership position. Known as an AdTech "unicorn," she has spearheaded strategic shifts during major industry inflection points, including navigating post-ATT privacy frameworks and integrating CTV into core performance strategies. Her approach combines deep technical expertise in mobile ecosystems with a human-centered, authentic leadership style.

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Episode Highlights:

[00:06:50] Building Retargeting Strategies That Survive Privacy-First iOS Restrictions - 

[00:12:08] Deep Linking Is Non-Negotiable Infrastructure for Effective Retargeting - 

[00:19:56] Shift CTV from Pure Brand Play to Performance-Driven Channel with IP-Based Attribution - 

[00:23:00] Define a Clear Monetization Goal Before Scaling Any Channel - 

[00:23:51] Plan Marketing Infrastructure for Six-Month Sprints, Not Five-Year Roadmaps - 

[00:25:03] Authentic Leadership Drives Both Personal Fulfillment and Business Results -  

Episode Resources:

• Angela Humphrey on LinkedIn
• YouAppi on LinkedIn
• YouAppi Website
• Amanda Vandiver on LinkedIn
• Adam Landis on LinkedIn
• Branch on LinkedIn
• Branch Website
• How I Grew This on Apple Podcasts
• How I Grew This on Spotify
• How I Grew This on Simplecast