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

• AirAsia Campaigns Put Humans & AI Together

  7 years ago News

  

  Data-driven marketing and machine learning often are touted as helping advertisers reach audiences more accurately; but human judgement still is needed to tell the story that connects customers. This approach helped power AirAsia's campaigns, according to Kuo Chia-Fang, Oath's Asia-Pacific media [...]

  Ad VerificationAdvertiserAgencyAnalyticsArtificial IntelligenceBrand SafetyCross-DeviceDataMeasurementNativeSingaporeTargetingVideo

• Connected TV Tunes Up AU Video Inventory; China Social Ad Potential Largely Untapped

  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: Connected TV tunes up AU video inventory; China social ad potential largely untapped; AU consumers find newspaper [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaMedia SpendMobilePublisherSingaporeSocial MediaSoutheast Asia

• APAC Marketers Talk-Up Customer Experience

  7 years ago News

  

  Most brands in Asia-Pacific recognise the importance of user experience, with some turning to data and artificial intelligence to improve consumer engagement. Missteps, though, will happen if marketers fail to understand their customers and rush to adopt emerging technologies without [...]

  Ad TechAdvertiserAnalyticsAPACArtificial IntelligenceCross-ChannelDataDigital Marketing

• Singapore Publisher Ends Print & Goes All-digital; Australia's Network Ten to Be Part of CBS

  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: Singapore publisher ends print, goes all-digital; Australia's Network Ten to be part of CBS; Twitter partners with [...]

  Ad TechAdvertiserAgencyAPACAustraliaBrand SafetyChinaIndiaMedia SpendPublisherSingaporeSoutheast AsiaTVTwitter / X

• APAC Marketers Turn to In-App Ads, But Should Avoid Common Pitfalls

  7 years ago News

  

  App publishers in Asia-Pacific increasingly are tapping in-app ads as a monetisation model over in-app purchases and freemium, but there are common pitfalls they should avoid if they choose this strategy. With in-app purchases growing at a much slower pace, [...]

  Ad TechAdvertiserAnalyticsAPACBrandingCross-ChannelCross-DeviceMobileMonetisationPublisherVideo

• APAC Marketers Look to Machine Learning; Alibaba to Grab 11.3% of Global Mobile 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: APAC marketers look to machine learning to raise own value; Alibaba to grab 11.3% of global mobile [...]

  Ad TechAdvertiserAgencyAnalyticsAPACArtificial IntelligenceAustraliaChinaIndiaMedia SpendMobileSingaporeSoutheast AsiaTargeting

• TV Ads Have Diminishing Influence in AU; China Video Ads Climb to £966m in 1Q2017

  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: TV ads have diminishing influence in AU; China video ads climb to £966m in 1Q2017; AU small [...]

  Ad BlockingAd FraudAd TechAdvertiserAgencyAPACAustraliaChinaMedia SpendMobileSkillsSMESocial MediaSoutheast AsiaTVVideo

• APAC Publishers Slow to Turn Up Video Content

  7 years ago News

  

  Advertisers and agencies want more video content, but few publishers in Asia-Pacific are scaling up to meet the increased demand over concerns about cost and complexity. Eager to reduce their dependence on YouTube, marketers in the region are keen to seek [...]

  AdvertiserAgencyAPACMobileProgrammaticPublisherVideo

• China Ad Tech Players Don't Always Respect Boundaries; Singapore Media Giants to Build Programmatic Marketplace

  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 ad tech players don't always respect boundaries; Singapore media giants to build programmatic marketplace; China 1Q [...]

  Ad TechAd VerificationAdvertiserAmazonAPACAustraliaChinaMeasurementMedia SpendMobileProgrammaticPublisherSingaporeSoutheast AsiaViewability

• APAC Publishers Dragged Down by SSP Codes

  7 years ago News

  

  Publishers in Asia-Pacific still are putting multiple codes from different SSPs, which drags down page loads and worsens ad latency. They need to move away from this and start embracing header bidding, urges Rammohan Sundaram, C1X's Asia-Pacific Middle East Africa [...]

  Ad TechAdvertiserAPACBrand SafetyHeader BiddingMobileProgrammaticPublisherSSP