Eileen Yu
APAC Editor
Eileen Yu is APAC editor for ExchangeWire where she covers the Southeast Asian and Australian markets, focusing on content related to programmatic, advertising and marketing technology. Based in Singapore, Eileen has more than 20 years of experience on several major technology publications including ZDNet and Computerworld Singapore. Her extensive background in the enterprise technology industry enables her to provide a unique perspective of the programmatic market, particularly as digital advertising in APAC becomes more reliant on technology and data. Prior to her current role as a freelance journalist, Eileen was senior editor at ZDNet where she managed the regional editorial team and blogger network, and led the Asian editorial direction for the website. She has moderated high-level panel discussions and has been an invited speaker at digital/online media conferences. Eileen trained under the Journalism department at The University of Queensland, Australia. There, she earned a Bachelor of Arts (Honours) degree in Journalism and English, and wrote an honours thesis titled, "To Censor or Not: The Great Singapore Dilemma".Articles by Eileen
Diamond Hedge Hopes AR Will Help It Sparkle in APAC
With consumers in the Asia-Pacific region already accustomed to augmented and virtual reality (AR/VR) technologies, one company hopes this means they will be able to more quickly adapt to its own platform. Launched in 2015, Diamond Hedge touts itself as a [...]
APACAugmented RealityChinaDigital MarketingE-CommerceMobileVirtual Reality
Isobar Unveils Commerce Practice in India; Times Publishing Goes Digital via SPH Magazines
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Isobar Unveils Commerce Practice in India; Times Publishing Goes Digital via SPH Magazines; WPP Launches ANZ Consulting [...]
Ad TechAdvertiserAgencyAPACAustraliaE-CommerceIndiaOmnichannelPublisherSingaporeSoutheast Asia
Blockchain Will Require Shift in How Brands Market
Blockchain technology can provide more security and ownership, but its adoption will introduce new challenges for marketers in Asia-Pacific, and globally, who must reassess the way they think about promotions. For brands, blockchain offers highly secure data acquisition and helps [...]
Ad TechAdvertiserAnalyticsBlockchainDataE-CommerceLocationMobile
Weekly Focus: JD.com Aims to Smarten Up Supply Chain
This week, the spotlight is back on JD.com and its hopes to develop next-generation supply chain technologies with the launch of a new research facility. The Chinese e-commerce operator opened its Global Supply Chain Innovation Centre (GSIC) with the aim [...]
Vietnam May Turn to Mobile Ad Blockers As Awareness Climbs; Online Drives Car Ads in China
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Vietnam May Turn to Mobile Ad Blockers As Awareness Climbs; Online Drives Car Ads in China; Dentsu [...]
Ad BlockingAd FraudAd TechAds.txtAdvertiserAgencyAPACAustraliaChinaGoogleJapanMedia SpendPublisherTransparencyViewability
APAC Marketers Should Use Same Metrics to Compare Retargeting Results
To establish reliable results from multiple retargeting campaigns, marketers in Asia-Pacific should compare platforms using the same metrics, attribution models, and data sources. Running multiple retargeting tools will encourage a 'tug-of-war' between competing vendors and drive more effective marketing activities [...]
Ad VerificationAdvertiserAnalyticsAPACArtificial IntelligenceCross-DeviceMeasurementTargeting
Weekly Focus: Shopee Aims to Ease Cross-Border Barriers with China Marketplace
This week, we turn the spotlight on Singapore-based retail platform Shopee, which is looking to ease cross-border pain-points with its new China marketplace. Owned by online gaming and commerce company Sea, formerly known as Garena, Shopee launched its new marketplace, [...]
Weekly Focus: JD.com Sets Up Blockchain & AI Accelerator
JD.com takes the spotlight this week with the launch of a new accelerator dedicated to the development of blockchain and artificial intelligence (AI) technologies. Dubbed 'AI Catapult', the accelerator would be part of the Chinese retailer's AI programme and work [...]
APAC Marketers More Likely to Adopt New Tech; China App Users Hardest to Keep
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC Marketers More Likely to Adopt New Tech; China App Users Hardest to Keep; Malaysia Publisher Platform [...]
AU Marketers Must Continue to Demand More Transparency : Q&A with Samuel Tan, ANZ Market Development Director, AppNexus
Marketers in Australia must push ahead and demand more transparency in 2018, which will see trust continue to be the key theme in the local ad tech industry. Both advertisers and publishers will look to only work with vendors that [...]
Ad FraudAds.txtAdvertiserArtificial IntelligenceAustraliaBlockchainBrand SafetyDSPMonetisationProgrammaticPublisherSSPTransparency
Follow ExchangeWire