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

• Rubicon: Header Bidding Offers APAC Publishers More Ways to Monetise Inventory

  8 years ago News

  

  Header bidding has been touted in Australia as a way to increase inventory yield and establish better transactions, but is it a way for publishers to regain control? In this industry byliner, Rubicon Project's Asia-Pacific Japan managing director Rick Mulia [...]

  AdvertiserAPACAustraliaExchangeHeader BiddingMedia SpendProgrammatic

• Anypoint Media & SpotX Ink Programmatic TV Deal; DCMN Opens First Asian Outfit in Bangalore

  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: Anypoint Media & SpotX ink programmatic TV deal; DCMN opens first Asian outfit in Bangalore; Dentsu adds [...]

  Ad TechAdvertiserAgencyAPACAustraliaIndiaMedia SpendMobileProgrammaticTV

• Cars in Japan Targeted to Drive Campaigns

  8 years ago News

  

  Cars on the roads of Japan can potentially be used to drive advertising campaigns, enabling brands to push customised content to targeted audience groups. Cloudian and Dentsu have been working on a pilot that uses visual recognition to identify vehicles [...]

  Ad TechAdvertiserAgencyAnalyticsAPACAudioDataPublisherTargetingVideo

• Singapore Broadcaster Unveils HTML5 Ad Formats; Opera Ad Biz No Longer Up for Chinese Acquisition

  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: Singapore broadcaster unveils HTML5 ad formats; Opera's ad biz no longer up for Chinese acquisition; Dentsu acquires [...]

  AdvertiserAgencyAnalyticsAPACAustraliaChinaDataMobilePerformanceProgrammaticPublisherTV

• Key Challenges Holding Back OTT Monetisation Opportunities for APAC

  8 years ago News

  

  With more consumers turning to over-the-top services, such as on-demand video and messaging, analysts expect increasing ad dollars to go towards this space. The same momentum is expected for Asia-Pacific, but the region faces similar global challenges that threaten to [...]

  Ad TechAdvertiserAPACCreativeMedia SpendMobilePublisherTV

• APAC to Become Biggest Digital Ad Market; Two AU Industry Groups Merge

  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: APAC to become world's biggest digital ad market; Two AU industry groups merge; Singapore broadcaster inks Outbrain [...]

  AdvertiserAgencyAnalyticsAPACAustraliaBrandingChinaDataMedia SpendPublisherSingapore

• Singapore Startup Touts Single Digital Ad Platform

  8 years ago News

  

  Amid a flurry of ad tools in the market today, few provide what marketers need in a single platform; and this is where one Singapore-based ad tech firm says it is stepping in to fill the gap. AdAsia Holdings was formally [...]

  Ad NetworkAdvertiserAPACDigital MarketingMedia SpendMobileProgrammaticPublisherSingapore

• ATS SG: Ad Tech Must Make Things Easier for Brands; Social Marketing Lab Planned for China

  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: ATS SG: Ad tech must make things easier for brands; Social marketing lab planned for China; DCMN [...]

  AdvertiserAgencyAPACattributionAustraliaChinaIndiaMobileProgrammaticSingaporeSocial Media

• Faced with Unresolved Complexity, APAC Marketers Stick to Proven Walled Gardens

  8 years ago News

  

  Programmatic remains too complex to deploy and manage, and challenges related to cross-channel measurability and disparate tools are putting marketers off in Asia-Pacific, who then prefer to work on proven platforms – even if this means perpetuating the presence of [...]

  Ad TechAdvertiserAgencyAPACAustraliaChinaCross-ChannelDataFacebookGoogleMartechMedia SpendMobileProgrammaticPublisherViewability

• InMobi Fined for Secretly Tracking Location Data; China Sets New Laws for Paid Search

  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: InMobi fined for secretly tracking location data; China sets new laws for paid search; APAC ad market [...]

  AdvertiserAgencyAPACAustraliaChinaIndiaLocationMedia SpendMobilePMPProgrammaticSearchSingapore