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

• Weekly Focus: Malaysia Taps Alibaba's E-Commerce Knowledge

  7 years ago News

  

  This week, we put the spotlight back on Alibaba as the Chinese e-commerce giant looks to extend its industry knowhow to other Asia-Pacific markets. Malaysia, for instance, sent 30 college students to Alibaba's global headquarters in Hangzhou, China, where they [...]

  AIAlibabaChinaecommerceIn-store

• India Needs Standardised Metrics for Digital

  7 years ago News

  

  Traditional media may still dominate in India, but this will evolve and ad tech companies have to start creating products and metrics that work across multiple screens. Advertisers in India were projected to spend most of their budget on traditional media, [...]

  Ad FraudAd TechAdvertiserAgencyArtificial IntelligenceCross-DeviceDigital MarketingecommerceIndiaMeasurementProgrammaticViewability

• Weekly Focus: C2C Marketplace Fights Fraud with AI

  7 years ago News

  

  With millions of products listed on its site, and sales negotiation taking place mostly between consumers, Carousell recognises the need to ensure its marketplace remains a safe environment and it has turned to artificial intelligence, as well as machine learning, [...]

  AIDataPaymentPersonalisationWebsite

• APAC Consumers See More Ads Across Platforms; Bangladesh & Myanmar Amongst Fastest-Growing Ad Markets

  7 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC consumers see more ads across platforms; Bangladesh and Myanmar amongst fastest-growing ad markets; Eyeota snags £9.02m [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaCross-DeviceDataIndiaJapanMedia SpendSingaporeSoutheast Asia

• IAB AU Calls for Structure, Simplicity & Transparency

  7 years ago News

  

  With 2017 a turbulent year for Australia's digital advertising market, plagued by brand safety and ad fraud concerns, industry players now must look to embrace simplicity and transparency, while marketers should review their team structures. In this Q&A with ExchangeWire, [...]

  Ad TechAds.txtAdvertiserAgencyAustraliaBrand SafetyCross-ChannelDigital MarketingMeasurementProgrammaticPublisherTransparency

• APAC Ad Spend to Climb 4.2% in 2018; AU Agency Ad Bookings Hit £4.1bn

  7 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC ad spend to climb 4.2% in 2018; AU agency ad bookings hit £4.1bn; Merkle merges with [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaChinaIndiaJapanMedia SpendMobileSingaporeSocial Media

• Weekly Focus: Alibaba Moves Into Smart Homes with Bluetooth Mesh

  7 years ago News

  

  Alibaba is back in this week's focus with a new partnership that will see its A.I. Labs business unit work on an Internet of Things (IoT) project to bring more intelligence into homes. The Chinese e-commerce operator said it inked [...]

  AIAlibabaChinaVoice assistant

• 3 Technologies Key to APAC Brand Safety

  7 years ago News

  

  As concerns over brand safety and securing returns on digital investment continue to persist, it will be important for the ad tech industry to focus on three key technology areas to better help Asia-Pacific marketers in 2018. In this industry [...]

  Ad TechAdvertiserAgencyAnalyticsAPACArtificial IntelligenceBrand SafetyMedia SpendProgrammaticPublisher

• China Online Video Ads Hit £1.36bn; APAC Consumers Will Recommend Charitable Brands

  7 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China online video ads hit £1.36bn; APAC consumers will recommend brands that are charitable; Singapore TV network [...]

  Ad TechAdvertiserAPACAugmented RealityAustraliaChinaDOOHMedia SpendSingaporeSoutheast AsiaTVVideoVirtual Reality

• APAC Agencies Call for More Transparency & Collaboration

  7 years ago News

  

  Media agencies in Asia-Pacific want to play fair and work together so marketers in the region can better understand how consumers engage with their brands and deliver improved products and services. ExchangeWire spoke with three agencies to discuss their priorities [...]

  AgencyAnalyticsAPACArtificial IntelligenceDataMeasurementTransparency