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

• APAC Leads Global Ad Spend Growth; Digital to Consume Largest Share of APAC Ad Budget

  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 leads global ad spend growth; Digital to consume largest share of APAC ad budget; Mobile also [...]

  AdvertiserAgencyAnalyticsAPACChinaDataFacebookMedia SpendMobileProgrammaticTargetingViewability

• Indian Marketers Can Solve Content Challenge with Machine Learning

  7 years ago News

  

  Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues. These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet's chief revenue officer. They [...]

  Ad TechAdvertiserAnalyticsAPACArtificial IntelligenceCreativeCross-ChannelDataIndiaIoTMeasurementMobileProgrammaticPublisherTargeting

• Online Ad Spend to Hit £29.4bn in Key Asian Markets; APAC Sees Highest Growth in Mobile Ad Spend

  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: Online ad spend to hit £29.4bn in key Asian markets; APAC sees highest growth in mobile ad [...]

  AdvertiserAgencyAPACAustraliaChinaDisplayIndiaMedia SpendMobile

• AU Online Ad Spend Up 7.2%; Singapore Tourism Tap Tencent Ad Platforms

  7 years ago News

  

  In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Australia online ad spend up 7.2%; Singapore Tourism tap Tencent ad platforms; Singapore SMBs offered help in [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaDigital MarketingMedia SpendMobileProgrammaticSingaporeTargeting

• Ad Networks That Compete on Price Won't Last in China

  7 years ago News

  

  An intense price war has been waging between performance ad networks in China; but competing based on price is unsustainable and will not prevent advertisers from jumping ship. Richard O'Connell, general manager of MobAir's China operations, observes that some ad networks [...]

  Ad NetworkAd TechAdvertiserattributionChinaCross-DeviceMeasurementMobileProgrammaticPublisherSocial MediaViewability

• Unlockd Secure £17.9m for Asian Expansion; Havas Acquire Indian Wellness Ad Agency

  7 years ago News

  

  In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Unlockd secure £17.9m for Asian expansion; Havas acquire Indian wellness ad agency; News Corp unveil media-buying tool [...]

  Ad TechAdvertiserAgencyAPACAustraliaDataIndiaMedia SpendMobileProgrammaticPublisher

• Brands Must Mind Search Nuances in APAC

  7 years ago News

  

  Most established businesses are well aware that Asia is not a homogeneous region and comprises markets that each require a different approach and strategy to ensure success. The same applies for search campaigns, says Hannes Ben, Forward3D's chief international officer, [...]

  AdvertiserAPACChinaGoogleLocationSearchTargeting

• AU Agencies Want Programmatic Trust; SEA Advertisers Concern Over Lack of Programmatic Processes

  8 years ago News

  

  In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU agencies want programmatic trust; SEA advertisers concern over lack of programmatic processes; AU sees growing demand [...]

  AdvertiserAgencyAPACAustraliaChinaIndiaMeasurementMedia SpendMobileProgrammaticPublisherTVVideoViewability

• APAC Marketers Shouldn't Regard Data As a Panacea

  8 years ago News

  

  While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions. They also should practise some restraint when deciding the types of tools to deploy, according [...]

  AdvertiserAnalyticsAPACArtificial IntelligenceCross-DeviceData

• Zenith Unveil Global Rebrand Strategy; TPG Revise Offer in Fairfax Takeover Bid

  8 years ago News

  

  In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Zenith unveil global rebrand strategy; TPG revise offer in Fairfax takeover bid; Times Internet take on Moat [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaBrandingChinaIndiaMeasurementMobilePublisherViewability