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

• AU Agency Bookings Dip 1.7%; Spotify Bring Sponsored Playlists to Singapore

  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 agency bookings dip 1.7%; Spotify bring Sponsored Playlists to Singapore; Finn Partners acquire Singapore agency; Dentsu [...]

  Ad TechAdvertiserAgencyAPACAudioAustraliaMeasurementMedia SpendMobileProgrammaticSingaporeTargeting

• 5 Asian Cities Among Top Ad Growth Drivers; AU Advertisers Not Seeing Full Returns

  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: Five Asian cities among top ad growth drivers; AU advertisers not seeing full returns; IAB AU join [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaMedia SpendMobileProgrammaticPublisherSingaporeViewability

• Advertisers Must Tune into SEA Consumers' Video Habits

  8 years ago News

  

  Consumers in Southeast Asia have taken to video somewhat differently from their global counterparts; so marketers need to tune into these requirements to better engage their target audience. Here, AOL's Asia and ANZ managing director Alex Khan (pictured below), writes [...]

  AdvertiserAgencyAPACDataMeasurementMobileSocial MediaTargetingVideo

• India Advertisers Still Love Traditional Media; ANZ Firms Not Doing Enough for Cross-Channel Marketing

  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: India advertisers still love traditional media; ANZ firms not doing enough for cross-channel marketing; WE make double [...]

  Ad TechAdvertiserAPACAustraliaChinaCross-ChannelIndiaMedia SpendMobileProgrammaticSingapore

• Key Pitfalls APAC Marketers Should Avoid as Programmatic Grows

  8 years ago News

  

  So, programmatic has garnered growing interest from marketers in this region, but how should they begin their journey and are they approaching it the right way? In this week's industry piece, Vincent Niou, Essence's Asia-Pacific senior programmatic and partnerships director, [...]

  Ad TechAdvertiserAPACDataMeasurementMedia SpendProgrammaticPublisherTargeting

• Most APAC Buyers Boycott Brands That Misuse Data; Mobile Poised to Lead China 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: Most APAC buyers boycott brands that misuse data; Mobile poised to lead China ad spend; Quarter of [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaChinaDataDOOHMedia SpendMobileSearchSingaporeTargeting

• Advertising Models Must Evolve to Better Support APAC Marketers

  8 years ago News

  

  The advertising world today is still running on old models that need to evolve with technological advancements, so marketers finally can effectively push customised ads tailored to individual customers, and in an omnichannel environment. Business agility was key, especially in a [...]

  Ad TechAdvertiserAnalyticsAPACCross-ChannelDataMeasurementMobileSingaporeSocial MediaTargeting

• Most Marketers Want to Alter Attribution Model; Japan Ad Spend Hit £44.88bn

  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: Most marketers want to alter attribution model; Japan ad spend hit £44.88bn; IAB AU release Invalid Traffic [...]

  Ad VerificationAdvertiserAPACAustraliaIndiaMeasurementMedia SpendMobileNativeProgrammaticTargeting

• What APAC CMOs Want from Their Agencies

  8 years ago News

  

  The roles of chief marketing officers (CMOs), as well as media agencies, have become more complex amid an evolving digital landscape. In this industry byliner, Rahul Vasudev, MediaMath's Asia-Pacific managing director, highlights what marketers want from their agencies and how [...]

  AdvertiserAgencyAnalyticsAPACBrandingDataLocationProgrammaticTargeting

• Mobile Video Ad Demand Expected to Grow in SEA; Amobee Buy Marketing Tech Platform

  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: Video ad demand expected to grow in SEA; Amobee buy marketing tech platform; Publicis take startup scheme [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaCross-DeviceDataMobileProgrammaticPublisherSingaporeTVViewability