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

• Marketers Need Mobile-First Strategy As APAC Heads to Devices; AU Brands Improve on Digital UX

  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: Marketers need mobile-first strategy as APAC shoppers head to their devices; AU brands improve on digital customer [...]

  Ad TechAdvertiserAgencyAnalyticsAPACArtificial IntelligenceAustraliaChinaDataIndiaJapanMobileProgrammaticSingaporeSocial MediaSoutheast AsiaTwitter / X

• DSPs Must Evolve to Help APAC Marketers Reduce Ad Waste

  7 years ago News

  

  With media buyers seeking out more efficient paths to supply and demanding greater transparency in fees and auctions, it is time for DSPs to be more than automated workflow tools. DSPs have not evolved much from when they were built during [...]

  Ad FraudAd TechAdvertiserAnalyticsAPACDemand SideMedia SpendProgrammaticTransparencyViewability

• SunMoon Now Sells More Than Apples With ERP

  7 years ago News

  

  Once a company that had just one product on its inventory, SunMoon is discovering a whole new world of possibilities that an enterprise resource planning (ERP) system can bring. It is, however, taking the time to ensure all processes and [...]

  AIAlibabaDataecommerce

• APAC Marketers Must Differentiate in Programmatic Landscape

  7 years ago News

  

  In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape. Programmatic had levelled the playing field and created a space in which even [...]

  Ad TechAdvertiserAgencyAnalyticsAPACCross-ChannelCross-DeviceDataFacebookGoogleMeasurementMedia SpendMobileProgrammaticTargetingViewability

• China Programmatic Ads to Hit £4bn; Tencent Online Ads Grow 48%

  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 programmatic ads to hit £4bn; Tencent online ads grow 48% in 3Q; Advertisers want agencies to [...]

  AdvertiserAgencyAnalyticsAPACChinaDataMedia SpendProgrammaticPublisherSingaporeSoutheast Asia

• Email Still Relevant Tool for APAC Marketers

  7 years ago News

  

  Reports of the demise of email marketing have been greatly exaggerated. That is what Dynamic Yield would like to convey to industry detractors who decry the effectiveness of email as a marketing tool. The ad tech vendor launched a suite [...]

  AdvertiserAnalyticsAPACArtificial IntelligenceContentDataDigital MarketingMartechMobile

• APAC Marketers Must Follow AI to Reach New Audiences

  7 years ago News

  

  With artificial intelligence (AI) and other technological developments creating more ways to engage consumers, brands in Asia-Pacific need to ensure they are ready to tap these new avenues. The emergence of autonomous vehicles and mobility as a service, for example, would [...]

  Ad TechAdvertiserAgencyAPACArtificial IntelligenceDataMartechProgrammatic

• Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

  7 years ago News

  

  There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics. This obsession over clicks has resulted [...]

  Ad FraudAPACCross-DeviceLocationMeasurementMobileProgrammaticSingaporeTargetingViewability

• Alibaba Touts 'New Retail' Engagement As Key to Singles Day Record Sales; Wavemaker Launches in 2 APAC 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: Alibaba touts 'new retail' engagement as key to Singles Day record sales; Wavemaker launches in two APAC [...]

  AdvertiserAgencyAnalyticsAPACArtificial IntelligenceAustraliaBrandingChinaContentCreativeDataDigital MarketingIndiaMobileSingaporeSoutheast Asia

• AdAsia: Localising AI Engines Essential, But Can Take Months

  7 years ago News

  

  Localisation is key to AdAsia Holdings' growth in Asia, but the ad-tech vendor says this requires training its artificial intelligence (AI) systems to understand local nuances, which can take months to accomplish. Headquartered in Singapore, AdAsia currently operates in several [...]

  Ad TechAdvertiserAnalyticsAPACArtificial IntelligenceChinaContentIndiaProgrammaticPublisherSingaporeSoutheast Asia