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 Publishers Losing Sight of Their Business

  8 years ago News

  

  Struggling to evolve into a more agile model based on impressions, publishers in Asia-Pacific have farmed out the responsibility of increasing yield to intermediaries. As a result, many have lost valuable insight into their own businesses. At the same time, legacy [...]

  Ad TechAdvertiserAPACCross-DeviceHeader BiddingMedia SpendMobileProgrammaticPublisherViewability

• Asian Consumers Show Varying Engagement Preference; Tencent to Track Campaigns With AppsFlyer

  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: Asian consumers show varying engagement preference; Tencent to track campaigns with AppsFlyer; Dentsu opens China data lab; [...]

  Ad TechAd VerificationAdvertiserAgencyAPACChinaExchangeMeasurementMedia SpendMobileProgrammaticSingaporeSocial MediaTargeting

• TubeMogul: China Marketers Misguided by Local DSP Players

  8 years ago News

  

  With DSPs in China wearing multiple hats and operating key functions across the ad stack, local brands often end up unaware about where, or how, their dollars are being spent. Amid this environment, company executives from TubeMogul are urging marketers in [...]

  Ad TechAdvertiserBrandingChinaDSPMeasurementMedia SpendProgrammaticPublisherTradingTransparency

• Chinese Investors Acquire Media.net for £687m; AU Online Ad Spend Hits £3.9bn

  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: Chinese investors acquire Media.net for £687m; AU online ad spend hits £3.9bn; TubeMogul aims to educate China [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaMedia SpendMobileProgrammaticSingaporeVideo

• Five Common Pitfalls APAC Brands Make in Programmatic

  8 years ago News

  

  While programmatic adoption in Asia-Pacific has yet to reach the same level of maturity as other regions, this gap has enabled companies here to study and gain from the experience of their counterparts in Europe and US. In this industry [...]

  Ad TechAdvertiserAnalyticsAPACBrandingMedia SpendMobileProgrammaticTargeting

• IAB SG Want Marketers to Look Past Cost-Per-Click; Dentsu Reports 11.5% APAC Profit 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: IAB SG want marketers to look past cost-per-click; Dentsu reports 11.5% profit growth in APAC; Nine launches [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAustraliaDataMeasurementMobilePublisherSingaporeTargetingTV

• APAC Agencies Must Help Brands Look Beyond Numbers

  8 years ago News

  

  Contrary to what is commonly pitched in Asia-Pacific, numbers are not the best way to measure the success of marketing initiatives; but a change in this mindset will need to come first from agencies. In an interview with ExchangeWire, VML [...]

  Ad TechAdvertiserAgencyAPACBrandingDataMeasurementProgrammatic

• Adform Inks Partnership with India in Sight; AdAsia Launches Video Network & Production Services

  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: Adform inks partnership with India in sight; AdAsia launches video network & production services; GroupM revises China [...]

  Ad NetworkAdvertiserAgencyAPACAustraliaChinaIndiaMedia SpendMobileProgrammaticPublisherVideo

• APAC Marketers Risk Irrelevance if They Ignore Programmatic Direct

  8 years ago News

  

  Programmatic direct will revolutionise the way inventory is bought and improve campaign delivery; but marketers will need to figure out how the technology platform can work for them. In this industry byliner, Exponential Interactive's Southeast Asia and North Asia commercial [...]

  Ad NetworkAdvertiserAPACAutomated GuaranteedMedia SpendProgrammaticPublisherTargetingTrading

• Teads Raises £36.3m for Asia Expansion; Amnet Programmatically Targets LinkedIn APAC Audience

  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: Teads raises £36.3m for Asia expansion; Amnet programmatically targets LinkedIn APAC audience; Majority of APAC consumers unhappy [...]

  AdvertiserAgencyAPACMedia SpendProgrammaticPublisherSingaporeSocial MediaTargetingVideo