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

• Not Perfect, But In-App Ads Provide Better Audience Engagement

  7 years ago News

  

  While they may not always capture user attention completely, mobile and in-app ads still offer better audience engagement and targeting. In fact, the proliferation of data and smartphones in Asia-Pacific over the past couple of years had significantly changed the [...]

  Ad TechAdvertiserAnalyticsArtificial IntelligenceAugmented RealityContentDataIndiaMeasurementMobileSoutheast AsiaTargeting

• India Mobile Ad Spend to Grow 85%; APAC Game Developers Tap Ads for Better Monetisation

  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: India mobile ad spend to grow 85%; APAC game developers tap ads for better monetisation; AU OOH [...]

  Ad TechAdvertiserAgencyAPACattributionAustraliaContentDigital MarketingDOOHIndiaMeasurementMedia SpendMobileMonetisationPublisherSoutheast Asia

• Time to Fess Up & Help APAC Marketers Deal with Programmatic Concerns

  7 years ago News

  

  Ad fraud and brand safety issues associated with programmatic do exist, so ad-tech vendors need to step up and help Asia-Pacific marketers deal with it, instead of simply peddling their tools. According to a CMO Council study, 72% of brand [...]

  Ad FraudAd TechAdvertiserAgencyAnalyticsAPACBrand SafetyDigital MarketingMeasurementMedia SpendProgrammaticPublisherTransparencyViewability

• Mobile Drives SEA Digital Ad Spend; E-commerce Accounts For 30% of China Online Ads

  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: Mobile drives SEA digital ad spend; E-commerce accounts for 30% of China online ads; AdAsia buys Japanese [...]

  Ad TechAdvertiserAgencyAnalyticsAPACArtificial IntelligenceAustraliaChinaDataMedia SpendMobileProgrammaticPublisherSoutheast AsiaTargeting

• Programmatic 2.0 Must Help APAC Marketers with Data & Integration

  7 years ago News

  

  If there is one thing Asian marketers want out of programmatic, it is help with integration and data insights. With so much focus now on analytics, marketers will need a way to tie all the data together to drive more [...]

  Display

• China Fuels In-App Ad Growth; Google Brings Store Metrics to Singapore

  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 fuels in-app ad growth; Google brings store metrics to Singapore; GroupM integrates audience intelligence with Alibaba [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaChinaGoogleMeasurementMobileProgrammaticPublisherSingaporeTargeting

• 11 Seconds to Effectively Target APAC Travellers

  7 years ago News

  

  Marketers keen to target travellers in Asia-Pacific need to ensure their data is recent and appropriate, or end up completely missing the boat. For travel marketing specialist, Sojern, that meant having the ability to act within 11 seconds after someone [...]

  Ad TechAdvertiserAnalyticsAPACCross-ChannelCross-DeviceDataMeasurementMobileProgrammaticSearchTargeting

• Video Fuels China Digital Ad Spend; Asian Consumers Choose Humans Over Bots

  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: Video fuels China digital ad spend; Most Asian consumers choose humans over bots; China programmatic ad spend [...]

  Ad TechAdvertiserAgencyAPACArtificial IntelligenceAustraliaChinaContentFacebookMedia SpendMobileProgrammaticPublisherSingaporeVideo

• Kargo: Don't Over-Rely on Open Exchanges

  7 years ago News

  

  To mitigate the risk of ad fraud and bots, marketers in Asia-Pacific should not be too dependent on programmatic open exchanges and must combine technology with human oversight. Advertisers should practise caution against relying solely on automation, advised Rob Leach, Kargo's [...]

  Ad FraudAdvertiserAPACBrand SafetyCreativeExchangeMeasurementMobileProgrammaticPublisher

• AU Online Ads Hit £4.64bn; Klareco to Shed Bell Pottinger Asia in Rebrand

  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 online ads hit £4.64bn; Klareco to shed Bell Pottinger Asia in rebrand; Eyeota brings Helix to [...]

  Ad TechAdvertiserAgencyAPACDataMedia SpendMobileProgrammaticVideo