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

• 22% of AU Digital Ads Don't Deliver Uplift; SEA Brands Must Prep for Amazon

  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: Almost a quarter of AU digital ads don't deliver uplift; SEA brands must prepare for Amazon platform; [...]

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• AI Plugs Human Errors & Lets Marketers Focus on Quality

  7 years ago News

  

  Left to run autonomously, marketing platforms powered by artificial intelligence (AI) can avoid mistakes humans make. Rather than fear it, marketers should leverage this to better focus on producing value-added quality. AI marketing systems could watch and analyse consumers' digital [...]

  AnalyticsArtificial IntelligenceAustraliaContentCreativeDataProgrammatic

• AU Sees Drop in Invalid Traffic; IAB SG Offers Measurement Guidelines

  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 sees drop in invalid traffic; IAB SG offers measurement guidelines; CtrlShift restructures around three biz units; [...]

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• SEA Viewability Close to US Standards; Taptica Acquires Japan Mobile Ad Platform

  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: SEA viewability close to US standards; Taptica acquires Japan mobile ad platform; WeChat user base to hit [...]

  AdvertiserAgencyAPACChinaMeasurementMedia SpendSingaporeSoutheast AsiaViewability

• Agency Role Remains Relevant in APAC; AU OOH Revenue Climbs 7% in 2Q2017

  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: Agency role remains relevant in APAC; AU OOH revenue climbs 7% in 2Q2017; MullenLowe reorgs China operations; [...]

  Ad TechAgencyAPACATS SingaporeAustraliaChinaCross-ChannelMeasurementMobileProgrammaticPublisher

• Deep-Learning Algorithm Crucial in Retargeting APAC

  7 years ago News

  

  As consumers visit different shops and compare offers across various platforms before making their purchase decisions, marketers will need to turn to solutions that can help them analyse patterns and identify correlations. The answer here lies in 'deep-learning algorithms', which [...]

  Ad TechAdvertiserAnalyticsAPACArtificial IntelligenceDataLocationMobileProgrammaticTargeting

• ATS SG 2017 Debates Threat of Consultancies & Working with Walled Data Access

  7 years ago News

  

  Amid increasing calls for transparency and changes in business models, there remains stoic confidence that media agencies still have a role to play and the need for brands to find alternatives when faced with restricted access to data. Discussions at ExchangeWire's [...]

  Ad TechAdvertiserAgencyAnalyticsAPACATS SingaporeDataHeader BiddingMeasurementMobileProgrammaticPublisherSoutheast Asia

• IAB AU Releases Ad Effectiveness Glossary; Whitepaper Looks at China's Programmatic Video Market

  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 releases ad effectiveness glossary; Whitepaper looks at China's programmatic video market; Publicis acquires AU agency; [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaChinaProgrammaticPublisherVideo

• Ad-block Use Bottoming Out in AU; Dentsu Taps Tencent Data to Aid Marketers

  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: Ad-block use bottoming out in AU; Dentsu taps Tencent data to aid marketers; WPP agencies merge in [...]

  Ad BlockingAd TechAdvertiserAgencyAnalyticsAPACAustraliaChinaDataMobile

• APAC Agencies Must Be More Than Just Media Buyers

  7 years ago News

  

  Instead of simply buying media for marketers, agencies must offer guidance on whether their clients are ready to adopt programmatic and, if not, provide help on how to do so. This should include data strategy and operations setup, says Vincent Niou, [...]

  Ad FraudAd TechAdvertiserAgencyAPACDataHeader BiddingMeasurementMedia SpendProgrammaticPublisherTransparency