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

• Teneo Buy Asian Communications Agency; IAS Add 9 Asian Languages to Brand Safety Tool

  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: Teneo buy Asian communications agency; IAS add nine Asian languages to brand safety tool; SpotX want to [...]

  Ad FraudAd TechAdvertiserAgencyAPACAustraliaBrand SafetyIndiaMobileProgrammaticPublisherSingaporeVideoViewability

• APAC Marketers Need AI & Data to Handle Complex Customer Journey

  8 years ago News

  

  Consumers in Asia are more willing to spend time researching products to find the right brand that works for them, which paves the way for companies to build long-term relationships with their customers. The region, however, also is widely disparate with [...]

  AdvertiserAnalyticsAPACArtificial IntelligenceIoTMobile

• Baidu Among Top 5 Global Media Owners; Digital Ads to Outpace TV in HK & TW

  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: Baidu among top five global media owners; Digital ads to outpace TV in HK & TW; IAB [...]

  Ad TechAdvertiserAPACAustraliaChinaDataFacebookMedia SpendMobilePublisherSingapore

• APAC Brands Need More Than Data in Data-Driven Marketing

  8 years ago News

  

  It may seem paradoxical, but data alone is not sufficient for Asia-Pacific marketers to ensure their data-driven campaigns will be successful. Increasing focus on such initiatives has overshadowed the need for creativity; and this can lead consumers towards ad blockers, [...]

  Ad BlockingAd FraudAd TechAdvertiserAgencyAnalyticsAPACDataMeasurementMedia SpendMobileProgrammaticTargeting

• APAC Firms Rank Brand Damage a Top Risk; China & Japan to Fuel Luxury Ad Spend

  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: APAC firms rank brand damage a top risk; China & Japan to fuel luxury ad spend; MobAir [...]

  Ad TechAdvertiserAgencyAnalyticsAPACBrand SafetyChinaMedia SpendMobileProgrammaticPublisherTargeting

• CtrlShift Rebuke Market Players Who Oversell, Tout Own Integrated 'Hub'

  8 years ago News

  

  Adtech players who claim to have silver bullets should be prepared to demonstrate their products are original and able to function as claimed. Rene Menezes, who is co-founder and sits on the board of directors at CtrlShift, says that, while many [...]

  Ad TechAdvertiserAPACDSPMedia SpendProgrammaticTrading

• Singapore Consumers Feel More Valued by Local Brands; Columbus Land in India via SVG Acquisition

  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: Singapore consumers feel more valued by local brands; Columbus land in India via SVG acquisition; IAB AU [...]

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• APAC CMOs Must Take Lead in Defining Metrics

  8 years ago News

  

  Marketers in Asia-Pacific lack confidence in programmatic because too many different metrics are being thrown around and they are sceptical over which one actually works. Rather than blame their agencies, however, marketers in this region need to take the lead and [...]

  Ad TechAdvertiserAgencyAnalyticsAPACCross-ChannelDataMeasurementMedia SpendProgrammatic

• Singapore Has Lowest Video Viewability in Region; Lack of Cross-Device View Distorting SEA Attribution Data

  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: Singapore has lowest video viewability in region; Lack of cross-device view distorting SEA attribution data; AdAsia secure [...]

  Ad TechAdvertiserAgencyAPACBrandingChinaCross-ChannelCross-DeviceMeasurementMobileProgrammaticSingaporeTargetingViewability

• APAC Publishers Gain Control with Header Bidding, but Must Mind the Pitfalls

  8 years ago News

  

  Header bidding offers publishers in Asia-Pacific the ability to regain control over ad-decisioning and enables them to provide access to scaled programmatic inventory. There are, however, challenges unique to certain markets in the region that publishers need to look out [...]

  Ad TechAdvertiserAPACAustraliaHeader BiddingIndiaMedia SpendMobileProgrammaticPublisherViewability