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: Alibaba Eyes Further Expansion of Physical Stores

  7 years ago News

  

  This week, Alibaba has announced plans to expand its network of Hema supermarkets with another 30 locations in Beijing, up from the current five. Scheduled to open by end-2018, the new physical stores would beef up deliveries for some 1.5 [...]

  AlibabaChinaDataecommerceFMCG

• Weekly Focus: Alibaba Goes for Convenience, Convicts & Cars

  7 years ago News

  

  This week, we kick off the new year with a look at how Alibaba is adding merchants to its ecosystem by modernising China's convenience stores as well as arming local prisoners with e-commerce skillsets. The Chinese online retailer runs a programme [...]

  AlibabaChinaDataecommerce

• E-commerce Fuels China Online Ads; Amazon to Drive AU Retail Ad Spend

  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: E-commerce fuels China online ads; Amazon to drive AU retail ad spend; Ogilvy acquires ARBA in Hong [...]

  Ad TechAdvertiserAgencyAmazonAnalyticsAPACAustraliaBrandingChinaIndiaMedia Spend

• Data to Take APAC Centrestage in 2018

  7 years ago News

  

  From security, to compliance, to intelligence, data appears to be the main focus for Asia's ad tech community in the new year, with market players also urging for more education. The need for marketers in this region to arm themselves [...]

  Ad FraudAd TechAdvertiserAnalyticsAPACArtificial IntelligenceattributionCross-DeviceDataMeasurementMobileProgrammaticPublisherTransparency

• AU Publishers to Set Up Audience Data Co-Op; AdParlor APAC Offers Online-Offline Facebook Tracking

  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: AU publishers to set up audience data co-op; News Corp inks data-sharing partnership; AdParlor APAC offers online-offline [...]

  Ad TechAdvertiserAgencyAnalyticsAPACattributionAustraliaChinaDataFacebookMeasurementPublisherSoutheast Asia

• Oath Eyes APAC As Growth Engine, Touting Transparency As Differentiator

  7 years ago News

  

  Born out of the merger between AOL and Yahoo, Oath is now looking to reach two billion users by 2020 and betting on Asia-Pacific as a key growth engine. It also is touting its commitment to transparency as a market [...]

  Ad BlockingAd FraudAd TechAd VerificationAdvertiserAPACBrand SafetyContentCreativeFacebookGoogleMeasurementMobileNativePMPProgrammaticPublisherSingaporeSoutheast Asia

• China's BAT Amongst Top Global Ad Revenue Contributors; News Corp AU Ditches Newspapers Audit in Metrics Change

  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's BAT amongst top global ad revenue contributors; News Corp AU ditches newspapers data audit in metrics [...]

  Ad TechAd VerificationAdvertiserAgencyAPACAustraliaChinaCross-ChannelMeasurementMedia SpendProgrammaticPublisherSingapore

• 'Artificial' Offers No 'Intelligence' Without Data

  7 years ago News

  

  Some believe it is hogwash, while others say it is necessary for their company's survival, but one thing is certain about artificial intelligence (AI) – without data, its value will be limited. Companies in developed Asian markets, such as Singapore, [...]

  Ad FraudAnalyticsAPACArtificial IntelligenceCross-ChannelDataPredictions

• APAC Ad Sales to Climb Almost 6%; Consumers Want to Be Able to Text 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: APAC ad sales to climb almost 6%; Consumers want to be able to text brands; Dentsu buys [...]

  Ad FraudAd TechAdvertiserAgencyAPACAustraliaBrand SafetyCross-ChannelInventoryMeasurementMobileProgrammaticPublisherSingaporeSoutheast Asia

• IAB AU Insists Ads.txt Gaining Traction

  7 years ago News

  

  It has been touted as a simple and effective way to combat ad fraud; but ads.txt has reportedly hit some speed bumps in terms of adoption and deployment. Its lead campaigner IAB, however, says it will limit unhealthy industry practices [...]

  Ad FraudAds.txtAdvertiserAustraliaInventoryMedia SpendProgrammaticPublisher