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

• Breaking Down India's Mobile Ad Campaign Density

  8 years ago News

  

  How competitive are India's app categories for advertisers and how does the country's smartphone adoption impact the mobile ad landscape? Omri Henkin, ironSource's Southeast Asia and India managing director, explains, in this industry byliner, and highlights challenges new advertisers may [...]

  AdvertiserIndiaMobileSocial MediaTargeting

• APAC Marketers Still Struggling with Disjointed Customer Touchpoints; Australia See Early Dip in Agency Bookings

  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 marketers still struggling with disjointed customer touchpoints; Australia see early 6.2% dip in agency bookings; The [...]

  Ad TechAdvertiserAPACAustraliaCross-ChannelMedia SpendMobileProgrammaticPublisherTVVideo

• Video Marketing Poised for APAC Growth, But Marketers Need to Help Fight Fraud

  8 years ago News

  

  In this industry byliner, SelectMedia's CEO and founder, Sagi Gordon, discusses the growth of video marketing in Asia-Pacific and urges marketers in the region to take the first steps towards fighting ad fraud. The use of programmatic software for the purchase [...]

  Ad FraudAdvertiserAPACMedia SpendMobileProgrammaticPublisherVideo

• Singapore Millennials Seek Personal Recognition from Retail Brands; Australia Tune into Programmatic Audio Growth

  8 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 millennials seek personal recognition from retail brands; Australia tune into programmatic audio growth; Google bring Shopping [...]

  Ad TechAdvertiserAgencyAPACAudioAustraliaBrandingChinaGoogleMedia SpendMobileSingaporeVideo

• Five Tips to Help APAC Publishers Succeed with Programmatic Video Ads

  8 years ago News

  

  It can sometimes be tricky to manoeuvre the realm of programmatic video, especially for publishers in Asia-Pacific that may be new to the ad tech platform and have to operate within a highly diverse region. Here to offer up some [...]

  AdvertiserAnalyticsAPACMedia SpendMobileProgrammaticPublisherVideo

• SEA Markets See Disparate Digital Ad Spend; China Bank Brands More Valuable Than US Peers

  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: SEA markets see disparate digital ad spend; China bank brands more valuable than US peers; Japanese ad [...]

  Ad TechAdvertiserAPACAustraliaBrandingChinaMedia SpendMobileProgrammaticPublisherSingapore

• Fragmentation & Lack of Scale Plague Data Collection in APAC

  8 years ago News

  

  Asia-Pacific comprise many different countries and markets, resulting in multiple data inputs and a fragmented publisher community. This has made it challenging to gather data and build audience segments relevant for marketers in the region. In this week's Q&A, Eyeota's [...]

  AdvertiserAnalyticsAPACDataLocationMeasurementMedia SpendMobileProgrammaticPublisherTargeting

• Facebook Test Messenger Ads in TH & AU; China See Lower Search Ads Growth

  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: Facebook test Messenger ads in TH & AU; China see lower search ads growth; Dentsu buy out [...]

  Ad TechAgencyAPACAustraliaChinaFacebookMedia SpendMobilePublisherSearch

• APAC Marketers Still Need to Brush Up on Their Digital Skills

  8 years ago News

  

  With brands in Asia-Pacific still getting accustomed to the digital era, the lack of understanding is pushing them towards low-hanging returns that miss the real targets. This gap in digital knowledge is also making it tough for marketers to match [...]

  Ad TechAdvertiserAnalyticsAPACBrandingDataDigital MarketingMeasurementMobileProgrammaticTargeting

• MobFox Establish Data Points in APAC; GroupM Acquire MediaCom India

  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: MobFox establish data points in APAC; GroupM acquire MediaCom India; Light Reaction go to Hong Kong; Postr [...]

  Ad TechAdvertiserAgencyAPACDataDSPIndiaMobileProgrammaticSingapore