YouAppi Promotes COO Nisan Schitrit to CEO
YouAppi elevates COO Nisan Schitrit to CEO, signaling Affle's aggressive expansion across mobile and CTV retargeting in Asia-Pacific markets.
YouAppi has a new chief executive. Nisan Schitrit, who spent the last decade at the company and most recently served as Chief Operating Officer, was appointed CEO on May 6, 2026.
The promotion is a bet on institutional knowledge over fresh blood. Schitrit has been inside YouAppi long enough to know where every strategic decision came from. That matters when a company is trying to accelerate, not stabilize.
YouAppi is part of the Affle Group, a Singapore-listed adtech conglomerate. Affle acquired YouAppi in 2023, and this leadership move signals the company has moved past integration mode into full growth mode.
A Carefully Choreographed Handover
This isn't an isolated appointment. Affle has been reshaping its leadership across the board in the past year.
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Co-founder Anuj Kumar stepped down in April 2026. Sameer Sondhi was named CEO for North America in January 2026. Martin Price joined as VP Products to drive what Affle calls its "verticalized AI platform strategy." Schitrit's elevation fits into this broader pattern. Affle is building a new management layer for its next decade, not just filling a single vacancy.
"Nisan has played a pivotal role in shaping our strategic initiatives, and his appointment as YouAppi's CEO reflects our focus on building strong, future-ready leadership within the Affle group," said Anuj Khanna Sohum, Chairperson, MD and CEO of Affle.
Affle's stated ambition is aggressive: 900% growth (roughly 10 times its current size) over the next decade. That kind of target requires leaders who already understand how the machine works.
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Why Mobile and CTV Together
YouAppi's core business is retargeting. It helps brands re-engage users who have already shown interest but didn't convert. The company now does this across both mobile apps and Connected TV (CTV, meaning internet-connected TVs that stream shows and ads).
The reason this combination matters: CTV is where people discover and want things. Mobile is where they actually buy. Connecting these two surfaces in a single campaign can dramatically improve results. YouAppi's own CTV App Sync product showed a 230% ROI improvement and a 15% increase in app re-engagement for a mobile gaming client.
The APAC market is particularly relevant here. CTV viewership in Asia-Pacific grew 32% in 2024. India alone now has 129 million CTV users. Brands that relied purely on mobile are increasingly looking for ways to reach audiences on the big screen before bringing them back to an app.
What Schitrit Inherits
Schitrit steps into a company with strong recent benchmarks. YouAppi earned 30 badges in the AppsFlyer Performance Index in December 2025, more than doubling its previous showing. It was also the only retargeting-focused platform named as a Scaled Ad Partner in Singular's 2025 ROI Index.
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Those are third-party validations, not internal claims. For advertisers, it matters.
Affle Group's broader financials also give him room to move. The parent company reported 23% revenue growth in its most recent fiscal year, reaching the equivalent of roughly US$272 million in consolidated revenues. That kind of financial backing means Schitrit's AI expansion plans aren't just aspirational.
"As the ecosystem evolves, our focus will be on scaling innovation, advancing our cross-channel capabilities, and helping our customers unlock greater value through more intelligent, data-driven strategies," Schitrit said.
For Asian marketing executives watching the adtech space, the signal here is clear: the next competitive battleground is not mobile or streaming separately. It's the space where they overlap.
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