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

• India Ad Tech Must Be Ready for Market Changes

  8 years ago News

  

  With consumers in India losing patience and turning to ad-blocking tools, the ad tech community will need to look for ways to better target the right audience and improve customer interaction. They also will need to respond swiftly to market changes, [...]

  Ad TechAdvertiserAgencyAnalyticsCreativeDataIndiaMeasurementMobileProgrammaticPublisherTargeting

• Dentsu Unveil Measures Against Future Misreporting; AU OOH Revenue Grows 15.8%

  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: Dentsu unveil measures against future misreporting; AU OOH revenue grows 15.8%; Ogilvy take over Chinese joint ventures; [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaMedia SpendMiddle EastProgrammaticSocial Media

• Focus on Cross-Device Metrics to Drive APAC Programmatic Adoption

  8 years ago News

  

  Constant benchmarking, improving the quality of data collection, and connecting the dots will be essential in driving the adoption of programmatic forward in Asia-Pacific. With campaign tracking and ad blocking proving to be major challenges over the past year, the [...]

  Ad TechAdvertiserAPACattributionAudioDataDMPMeasurementMobileProgrammaticPublisherTargetingTradingTVVideo

• Singapore Economic Board Sign O&M Deal; Local Manufacturers Lead China Mobile Phone 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: Singapore economic board sign three-year O&M deal; Local manufacturers lead China mobile phone ad spend; Possible partner [...]

  Ad TechAgencyAnalyticsAPACChinaMedia SpendMobileProgrammaticSingapore

• APAC Marketers Must Make Mobile Content a Priority

  8 years ago News

  

  Brands need to bring their focus back to the basics in 2017 and invest more effort in creating mobile ads that better engage consumers. While still behind other development markets, Asia-Pacific has been increasing adoption of mobile video ads and is [...]

  Ad FraudAdvertiserAnalyticsAPACDataMeasurementMobilePublisherTargeting

• Indonesia & India to Drive APAC Ad Spend; Smaato Eye China Growth from Spearhead 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: Indonesia & India to drive APAC ad spend; Smaato eye China growth from Spearhead acquisition; Thai publishers [...]

  Ad TechAdvertiserAgencyAPACChinaIndiaMedia SpendMobilePublisher

• China Must Work on Trust & Transparency in 2017

  8 years ago News

  

  For China's ad tech industry, the pressing new year resolution for 2017 appears to be building trust and transparency in a market where lines between the referee and players in the game have blurred. ExchangeWire spoke with three executives who identified [...]

  Ad FraudAdvertiserChinaMeasurementMedia SpendMobileProgrammaticPublisherTransparency

• Indian Marketers Not Investing Enough to Make Programmatic Work

  8 years ago News

  

  Advertisers in India are unwilling to try new tools and set aside sufficient budget in programmatic, which may prevent them from getting the results the ad platform can provide. They also need to realise that programmatic is more than a trading [...]

  Ad TechAdvertiserBrandingDataIndiaMedia SpendMobileProgrammaticTargetingTrading

• Thai Publishers Form Co-op to Fill Data Gap

  8 years ago News

  

  A band of publishers in Thailand have banded to form a new co-op with the aim to plug the lack of "trustworthy and scalable" inventory as well as quality data they say advertisers badly need. Slated for launch in February [...]

  Ad TechAdvertiserAnalyticsAPACDataProgrammaticPublisherTargeting

• Spotify APAC Tune Up Programmatic Campaigns; Dentsu Buy Indian Design Studio

  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: Spotify APAC tune up programmatic campaigns; Dentsu buy Indian design studio; MEC unveil Wavemaker in China; WPP [...]

  Ad TechAdvertiserAgencyAPACAudioAustraliaChinaCreativeIndiaMobileProgrammaticTargetingVideo