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

• Singapore Startup Wants to Solve Marketing Challenges with AI

  8 years ago News

  

  Founded in May 2014, K Wizdom is hoping its integrated ad+platform offering will allow brands to better manage different marketing channels, specifically social media, to gain valuable consumer insights. The Singapore-based startup taps artificial intelligence (AI) as well as tracks [...]

  Ad TechAdvertiserAnalyticsAPACChinaDataDigital MarketingFacebookGoogleMedia SpendSingaporeSocial MediaTargeting

• Almost Half of APAC Marketers Buy Programmatically; Indian Consumers Annoyed by Mobile Ads

  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: Almost half of APAC marketers buy programmatically; Indian consumers annoyed by mobile ads; Nine Mi9 puts inventory [...]

  AdvertiserAgencyAPACAustraliaChinaIndiaMedia SpendMobilePerformanceProgrammaticPublisherSingaporeTargetingTV

• Inherently Different APAC Markets Require Different Ad Approaches

  8 years ago News

  

  Hong Kong leans towards ads on local content sites, and in the local language; while Singapore prefers content that is more global and in English. These differences between markets in Asia-Pacific mean marketers will need to deploy different advertising solutions [...]

  Ad TechAdvertiserAgencyAPACAustraliaBrandingCross-ChannelDataLocationMobileProgrammaticSingaporeTargeting

• Half of ANZ Firms Don't Understand Customer Journey; Dentsu Aegis Acquires China's VeryStar

  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: Half of ANZ firms don't understand customer journey; Dentsu Aegis acquires China's VeryStar; Radio ads climb in [...]

  Ad NetworkAdvertiserAgencyAPACAustraliaChinaMedia SpendMobilePerformanceProgrammaticPublisherSingapore

• Korean Mobile Developers Aim For Global Ad Markets as Local Competition Intensifies

  8 years ago News

  

  Amid increasing competition in their local market, Korean mobile and games developers are looking towards global markets to better generate better ad revenue. To do this successfully, these developers must create products for a global audience and find marketing and [...]

  AdvertiserAgencyAPACDataMobileProgrammaticPublisherSocial Media

• Most APAC Consumers Will Consider Ad Blockers; China Brands to Spend More On Digital

  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: Most APAC consumers will consider ad blockers; China brands to spend more on digital; Indian online publisher [...]

  AdvertiserAgencyAPACAustraliaChinaCross-ChannelExchangeIndiaMedia SpendMobileNativeProgrammaticPublisherSingaporeTargeting

• SEA Publishers Cannot Afford to Ignore Programmatic

  9 years ago News

  

  While they recognise that advertising technology is increasingly necessary, most publishers in Southeast Asia are still failing to fully embrace programmatic as one of the most important ad tech components today. In this week's industry byliner, Marcus Tan, Asia-Pacific Japan [...]

  AdvertiserAPACAutomated GuaranteedBrandingMedia SpendProgrammaticPublisherVideo

• Wego Goes Mobile Native in APAC; Tremor Looks to Fill Ad Tech Gap in NZ

  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: Wego.com goes mobile native in APAC; Tremor Video looks to fill ad tech gap in NZ; Dentsu [...]

  Ad NetworkAdvertiserAgencyAPACExchangeMedia SpendMobileNativeProgrammaticPublisherSingaporeTradingTVVideo

• No RTB Means Prices Can Be Controlled in Programmatic TV

  9 years ago News

  

  While real-time bidding is a common feature in most programmatic ad transactions, it is typically not deployed in programmatic TV, which allows broadcasters to decide how they want to package their inventory. There were initial concerns among broadcasters in Asia-Pacific [...]

  Ad NetworkAdvertiserAPACattributionExchangeMedia SpendProgrammaticPublisherSingaporeTVVideo

• Telstra Unveils Online Video Platforms; MediaMath Brings Training Programme to APAC

  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: Telstra unveils online video platforms; MediaMath brings training programme to APAC; Datalicious sets up APAC HQ; Dentsu [...]

  AdvertiserAgencyAnalyticsAPACAustraliaDigital MarketingEMEAMobileProgrammaticPublisherSingaporeVideo