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

• Tencent: China Ad Tech Still Evolving

  8 years ago News

  

  China's ad tech market is growing fast but still needs time to figure things out, as do foreign brands that are looking to target Chinese consumers. Marketers worldwide shared a common concern about not wanting to be overzealous with pushing ads [...]

  Ad TechAdvertiserAPACChinaDSPMedia SpendMobilePublisherSingaporeSocial MediaTargetingViewability

• India Brands See Improved Engagement; APAC Show Low CTR for Branded Content

  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 brands see improved customer engagement; APAC show low CTR for branded content; Tencent tout one-stop ad [...]

  Ad TechAd VerificationAdvertiserAgencyAnalyticsAPACAustraliaChinaIndiaMobileSingaporeTargetingViewability

• Deciphering China's Role as Global Tech Innovation Hub

  8 years ago News

  

  Thanks to their consumers' acceptance that new products need not be perfect, China's tech ecosystem has been able to thrive on a faster speed of innovation. In this week's industry byliner, Hagai Tal, CEO of mobile ad tech vendor Taptica, [...]

  Ad TechChinaDataMobile

• Brands Must Think Mobile-First to Tap Asia's Growing User Base; AANA Unveils Guidelines for Media Contracts

  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: Brands must think mobile-first to tap Asia's growing user base; AANA unveil guidelines for media contracts; FITCH [...]

  AdvertiserAgencyAPACAustraliaChinaMedia SpendMobileSingaporeViewability

• Mobile Programmatic Growing but APAC Ecosystem Still Falls Short

  8 years ago News

  

  Mobile programmatic adoption appears to be growing in Asia-Pacific; but the region is still struggling to cope with an infrastructure that is fundamentally different from other media and that requires different capabilities and skillsets. In an interview with ExchangeWire, Jayesh Easwaramony, [...]

  Ad VerificationAdvertiserAPACDSPMedia SpendMobileProgrammaticTargetingViewability

• Cross-Screen Campaigns Critical for Asian Marketers; Alibaba Expected to Grab 10.9% of Global Mobile Ads

  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: Cross-screen campaigns critical for Asian marketers; Alibaba expected to grab 10.9% of global mobile ads; IAB AU [...]

  AdvertiserAgencyAPACAustraliaCross-DeviceMeasurementMedia SpendMobileProgrammaticSingaporeTargeting

• Indian Gamer Behaviour Must Be Played Up to Better Target Ads

  8 years ago News

  

  Users' behaviour and gameplay must be considered so that ads do not get pushed to the wrong group of gamers, leading to bad user experience and a waste of inventory. In a Q&A with ExchangeWire, Nazara Games CEO, Manish Agarwal, [...]

  AdvertiserAnalyticsDataIndiaMobileProgrammaticSocial MediaTargeting

• ATS Tokyo Puts Focus on Quality & Ad Engagement

  8 years ago News

  

  Japan's ad tech community need to redirect their focus on improving the quality of ad delivery as well as user engagement – both of which are showing signs of deterioration. The digital era, alongside the ability to buy media programmatically, [...]

  Ad TechAdvertiserAPACBrand SafetyCreativeCross-ChannelCross-DeviceDataHeader BiddingMeasurementMedia SpendMobileProgrammaticTargetingViewability

• AU Sees Increased Use of Ad Viewability; Mobile Preferred in APAC Path to Purchase

  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 sees increased use of ad viewability; Mobile preferred over desktop in APAC path to purchase; China [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaChinaMedia SpendMobileProgrammaticTargetingViewability

• The Trade Desk Tunes into Programmatic Audio in APAC; OohMedia Makes a Move for ECN in AU

  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: The Trade Desk tunes into programmatic audio in APAC; OohMedia makes a move for ECN in AU; [...]

  AdvertiserAgencyAPACAudioAustraliaDOOHIndiaMedia SpendMobileProgrammaticTrading Desk