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

• Shared Responsibility Needed to Make APAC Programmatic

  7 years ago News

  

  All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers. Together, this would ensure consumer experience is optimal and [...]

  Ad FraudAd TechAdvertiserAPACArtificial IntelligenceCreativeFacebookGoogleMedia SpendMobileProgrammaticPublisherTargetingViewability

• IAB AU Champions Ads.txt Adoption; Singapore Millennials Say Ads Don't 'Get' Them

  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: IAB AU champions ads.txt adoption; Singapore millennials say ads don't 'get' them; MCN offers consolidated customer view across [...]

  Ad TechAds.txtAdvertiserAgencyAnalyticsAPACAustraliaBrand SafetyContentDataDigital MarketingIndiaMeasurementMedia SpendMobileProgrammaticPublisherSingapore

• APAC Marketers Must Act As GDPR Impact Spans Wide

  7 years ago News

  

  Asia-Pacific businesses that assume they need not worry about the upcoming European Union's data privacy laws should think again, as they may need to ensure compliance even if they do not physically operate in the region. Slated to take effect [...]

  AdvertiserAgencyAPACContentDataDigital MarketingGDPRPublisher

• APAC Marketers Overlooking Physical Customer Touchpoints

  7 years ago News

  

  Marketers have been so focused on optimising customer experience across digital channels that they have neglected the need to be equally responsive on physical touchpoints. A survey by CMO Council revealed that 78% of marketers believed they could respond or [...]

  Ad TechAdvertiserAgencyAnalyticsAPACArtificial IntelligenceAugmented RealityBrandingCreativeCross-ChannelDataDigital MarketingMobileTargetingTransparency

• Alibaba to Grow Global Ad Share; AU Content Agency Acquires Retail Comms Specialist

  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 to grow share of global ads; AU content agency acquires retail comms specialist; Singapore socio-political site [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaContentCreativeMedia SpendMobileNativeProgrammaticPublisherSingaporeSoutheast Asia

• In-App Targeting Vendor Won't Need SDKs from APAC Marketers

  7 years ago News

  

  Following its Tokyo launch early this year, Remerge is now looking to expand further into Asia with promises to offer services designed specifically for app retargeting. The Berlin-based mobile ad platform has just opened offices in Singapore and Seoul, after setting [...]

  AdvertiserAnalyticsAPACArtificial IntelligenceChinaCross-DeviceDataMeasurementMobileProgrammaticPublisherSingaporeTargeting

• Marketing Analytics Firm Snaps Up Japanese Influencer Platform; 'Smart' Billboard Lights Up in AU

  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: Marketing analytics firm snaps up Japanese influencer platform; VMO lights up 'smart' billboard in AU; Publicis sees [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaChinaDigital MarketingDOOHIndiaM&AMeasurementMedia SpendMobilePublisherSingaporeSocial MediaSoutheast AsiaVideo

• Cheetah Mobile Challenged by Diverse Advertiser Needs

  7 years ago News

  

  Ranked the world's third-largest non-game app developer, Cheetah Mobile faces significant challenges in meeting the different needs of a diverse advertiser clientele. In Asia-Pacific, specifically, advertisers have yet to catch up – in terms of media investments – with consumers who [...]

  Ad ServerAd TechAdvertiserAnalyticsAPACArtificial IntelligenceChinaMobileProgrammaticPublisherSingaporeSoutheast Asia

• Localisation Key to Survival Amidst China's Walled Gardens

  7 years ago News

  

  Localisation and working alongside walled gardens may be key to survival in China's tough ad-tech landscape. Although, this does not mean brands should stop demanding more transparency. Lured by the country's sizeable market potential, numerous foreign players have attempted to [...]

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• APAC Smartphone Growth Drives Brand Contact Points; HK Online Ad Spend to Hit £483.84m

  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 smartphone growth drives brand contact points; HK online ad spend to hit £483.84m; OTT opens up [...]

  Ad TechAdvertiserAnalyticsAPACAustraliaChinaContentDataIndiaMartechMedia SpendMobileSingaporeSoutheast Asia