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 Marketers Still Reluctant to Spend Effort on Data
Data may be touted as the new oil, but marketers in Asia-Pacific have yet to even take the first step and instead prefer to continue investing their time on optimising traffic. To better understand and target their audience, brands would need [...]
AdvertiserAnalyticsAPACAustraliaDataMeasurementMobileProgrammaticSingaporeTargetingViewability
Singapore Retailers Need Contextual Marketing; IAB AU Set Viewability Benchmarks
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore retailers need contextual marketing; IAB AU set viewability benchmarks; India fastest-growing among top ad markets; TubeMogul [...]
Ad TechAdvertiserAgencyAPACChinaCross-ChannelIndiaMeasurementMedia SpendMobileProgrammaticSingaporeTargetingViewability
Traditional APAC Publishers Have No Choice But Go Programmatic
Hesitant to change the way they traditionally sell media, publishers in Asia-Pacific lag behind other regions in adopting programmatic. They are coming around, though, as they move from a print to a digital business. The region still lacked quality inventory, with [...]
AdvertiserAPACBrandingDataFacebookGoogleMedia SpendMobileProgrammaticPublisherTargetingTrading
Asia & Social to Drive Ad Spend; China Offers Untapped Programmatic Growth
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Asia & social to drive ad spend; China offers untapped programmatic growth; Singapore consumers 'lukewarm' on brand [...]
Ad TechAdvertiserAgencyAPACAustraliaChinaDataMedia SpendMobileProgrammaticSocial MediaTargeting
Advertisers Face More Complexity Navigating APAC Travel Consumer Journey
Compared to other regions, marketers in Asia-Pacific need to deal with more complexity in order to communicate with their audience more effectively. Their campaigns have to include multiple markets, languages, and media formats, says Russell Young, Sojern's Asia-Pacific managing director, [...]
Ad TechAdvertiserAnalyticsAPACChinaCross-DeviceDataIndiaMeasurementMobileProgrammaticTargeting
India Consumers Still Stuck on Traditional Media; IAB AU Take On US Podcast Ad Metrics
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: India consumers still stuck on traditional media; IAB AU take on US podcast ad metrics; Tencent 3Q2016 [...]
Ad TechAdvertiserAgencyAPACAudioAustraliaBrandingChinaIndiaMedia SpendMobileProgrammaticTraderTalk TV
Data Availability Can Fix APAC Lack of Programmatic Trust
Marketers in Asia-Pacific are finding it tough to place complete trust in programmatic due to the lack of data, which can otherwise allow them to better understand the value of their customers. Major publishers in the region remain reluctant to share [...]
Ad FraudAd TechAdvertiserAnalyticsAPACCross-ChannelDataDMPMeasurementMobileProgrammaticPublisher
Social & Email Marketing Top APAC Priorities; AU Consumers Will Turn Off Ad Blockers for Right Reasons
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Social & email marketing top APAC priorities; AU consumers will turn off ad blockers for right reasons; [...]
Ad BlockingAd TechAdvertiserAgencyAnalyticsAPACAustraliaIndiaMedia SpendProgrammaticSingaporeSocial MediaTargetingTVVideoViewability
Helping APAC Marketers Assess Single-Vendor Vs Best-of-Breed
With technology playing an increasingly important role in driving digital transformation and customer engagement, marketers are starting to debate the merits of integrating best-of-breed technologies or deploying a single-vendor solution. In this week's industry byliner, Oakton's senior principal consultant Chris [...]
Forrester Unveil Report Card on China Agencies; Nine Launch Programmatic Platform
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Forrester unveil second report card on China agencies; Nine launch programmatic platform; China's Singles Day highlights importance [...]
Ad TechAdvertiserAPACAugmented RealityAustraliaChinaCross-ChannelCross-DeviceMobileProgrammaticSingaporeTargetingTV
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