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

• China's Programmatic Challenges Spur Breeding Ground for Ad Fraud

  8 years ago News

  

  It is a market all major players want to penetrate, but China's unique environment presents challenges that have created an unhealthy focus on where an ad is placed, rather than its eventual impact, as well as a breeding ground for [...]

  Ad FraudAdvertiserAgencyAnalyticsAPACBrand SafetyBrandingChinaDataMeasurementMobileProgrammaticPublisherRegulation

• Indian Publisher to Invest £68.44m in Martech; Myanmar Establishes Ad Agencies Group

  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: Indian publisher to invest £68.44m in martech platform; Myanmar establishes ad agencies group; Glispa opens Singapore office [...]

  AdvertiserAgencyAnalyticsAPACAustraliaDataDigital MarketingIndiaMeasurementMobileNativeProgrammaticPublisherSingapore

• Five Things Brands Must Know Before Running Mobile in Indonesia

  8 years ago News

  

  It is the world's fourth most populous country and third-largest mobile phone market; but, for all its opportunities, Indonesia will prove difficult for brands to manoeuvre if they do not first understand the country's unique landscape. In this week's industry [...]

  AdvertiserAnalyticsAPACBrandingMeasurementMedia SpendMobileProgrammaticTargeting

• Ads Boost AU Economy; Ooyala Expands Into India

  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: Ads boost AU economy; Ooyala expands into India; Dentsu picks up agency in AU; BBH India unveils [...]

  AdvertiserAgencyAPACAustraliaIndiaMedia SpendPublisherVideo

• Facebook Urges APAC Marketers to Drop Cookies For People

  8 years ago News

  

  Cookies can no longer measure results effectively or reach the right audience, and brands in Asia-Pacific need to work quickly to address this gap. This is the message Nick Seckold, Asia-Pacific head of Atlas, is looking to drive across the region, [...]

  AdvertiserAnalyticsAPACFacebookMobilePublisherSingaporeSocial MediaTargetingViewability

• Singapore Marketers Heavily Reliant On Print Ads; Machine Learning Can Improve Audience Targeting in Asia

  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 marketers heavily reliant on print ads; Machine learning can improve audience targeting in Asia; Investment in [...]

  AdvertiserAgencyAnalyticsAPACDataLocationMedia SpendMobileProgrammaticSingaporeTargeting

• APAC Marketers Lack Trust in Programmatic, Want Tangible Outcomes

  8 years ago News

  

  There appears to be a lack of confidence that programmatic will deliver on its promise; and marketers in Asia-Pacific want concrete proof that the ad platform is capable of yielding tangible results. At a breakfast session in Singapore this week, to [...]

  AdvertiserAgencyAPACBrand SafetyFacebookGoogleLocationMeasurementMedia SpendMobileProgrammaticPublisherSingapore

• APAC Tops Global Mobile Adblockers; Japan Publisher Co-Op Kicks Off With Three

  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 tops global mobile adblockers; Japan publisher co-op kicks off with three; AU online ads climb 33.5% [...]

  Ad BlockingAdvertiserAPACAustraliaChinaIndiaMedia SpendMobileProgrammaticPublisherSingapore

• Programmatic Not Push-Button Automation, Humans Still Needed

  8 years ago News

  

  It may be widely touted to bring about improved efficiencies with automation, but programmatic does not mean machines should completely take over media buying and campaign management. Such misconceptions persist in the Asia-Pacific region and need to be properly addressed, urges [...]

  Ad FraudAd TechAdvertiserAgencyAPACChinaExchangeIndiaLocationMedia SpendMobileProgrammaticPublisherSingaporeTrading

• China's Programmatic Buying Small But Growing; Most Agree AU Digital Ad Trading Should Be More Transparent

  9 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: China's programmatic buying small, but growing; Most agree AU digital ad trading should be more transparent; Kiosked [...]

  Ad NetworkAdvertiserAgencyAPACAustraliaChinaMedia SpendMobileProgrammaticPublisherSingaporeTrading