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

• Tuned Global Wants Indonesian Brands to Think Beyond Audio

  8 years ago News

  

  Audio may not be a new media; but brands need to start thinking about how they can better use the medium in today's context to target and engage their audience. One key challenge facing marketers in Indonesia, for one, was to [...]

  Ad TechAdvertiserAnalyticsAPACAudioMobileProgrammaticTargeting

• APAC Retailers Struggling with Consumer Data; AU Mobile Ad Spend Outpaces TV for First Time

  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 retailers struggling to deal with consumer data; AU mobile ad spend outpaces TV for first time; [...]

  Ad TechAdvertiserAnalyticsAPACAustraliaCross-DeviceDataMedia SpendMobilePublisherSingaporeTargetingTV

• China Needs DSPs That Are Independent of Publishers

  8 years ago News

  

  There is much confusion muddling China's ad tech market and shaking marketers' confidence in programmatic, which can only be resolved with transparency and clarity about the benefits that a robust system can bring to the local industry. Speaking to ExchangeWire [...]

  Ad TechAdvertiserAnalyticsBrandingChinaDataDMPDSPMedia SpendProgrammaticPublisherTransparency

• MasterCard: Asian Consumers Want Brands to Give Back; Dentsu in Damage Control Amid Overcharging Scandal

  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: MasterCard: Asian consumers want brands to give back; Dentsu in damage control amid overcharging scandal; WPP goes [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaBrandingPublisherSingaporeTargeting

• India Publisher Lauds In-House Ad Stack to Plug Programmatic Holes

  8 years ago News

  

  Times Internet believe the most effective way to resolve inefficiencies in programmatic, and resolve discrepancies across the advertising ecosystem, is to build their own tech stack. Fortunately for the Indian publisher, they appear to have deep enough pockets to fuel [...]

  Ad TechAdvertiserAnalyticsAPACDataIndiaMobileProgrammaticPublisherTargetingTechnology

• Dentsu Aegis Network Acquires in India & AU; Indonesian Publisher Goes Programmatic with SpotX

  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 Aegis Network acquires in India & AU; Indonesian publisher goes programmatic with SpotX; AU performance firm [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaIndiaPerformanceProgrammaticPublisherSingaporeVideo

• Looking for Programmatic to Mark Australia's Next 60 Years of TV

  8 years ago News

  

  TV marked its 60 years of broadcasting in Australia over this past weekend, celebrating six decades of significant changes from colour to online. In the realm of TV advertising, TubeMogul's Australia and New Zealand managing director, Sam Smith (pictured below), [...]

  Ad TechAustraliaCross-DeviceDataTargetingTVVideo

• APAC Ad Spend Forecast Revised Down to 3.9%; Programmatic Opinions Differ Amongst APAC Buyers & Sellers

  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 ad spend forecast revised down to 3.9%; Programmatic opinions differ amongst APAC buyers & sellers; AU [...]

  Ad TechAdvertiserAgencyAPACIndiaMedia SpendMobileProgrammatic

• 5 Tips APAC Marketers Should Consider in Data-Driven Targeting

  8 years ago News

  

  Not all consumers are made the same; and this is certainly true, even within markets in the Asia-Pacific region, making the art of marketing challenging. However, the volume of mobile data generated today has helped brands make smarter decisions about [...]

  Ad TechAdvertiserAnalyticsAPACDataMedia SpendMobileTargeting

• TV Leading Ad Platform in Mongolia; Agency Startup Eyes Vietnam Market

  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: TV leading ad platform in Mongolia; Agency startup eyes Vietnam market; comScore to offer digital measurement in [...]

  Ad TechAdvertiserAgencyAPACDSPIndiaMeasurementProgrammaticViewability