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
Plugging Location Data Gaps in APAC
With increasing emphasis on data-driven campaigns, more brands are looking to location-based data to improve their product marketing efforts and gain a better understanding of their targeted audience. There are, however, key issues associated with data accuracy that marketers in [...]
AdvertiserAnalyticsAPACCross-ChannelDataLocationMobileProgrammatic
India to Spend £5.24bn on Ads; ANZ Marketers Slower to Tap New Tech
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: India to spend £5.24bn on ads; ANZ marketers slower to tap new tech; Asia consumer behaviour differs [...]
AdvertiserAgencyAnalyticsAPACAustraliaCross-ChannelIndiaMedia SpendMobileSingaporeTargeting
Mobile Ads & Private Marketplaces Take Centre Stage in AU
Australia will see significant movements in the mobile ad space this year; with both buyers and sellers looking to better target audiences and manage campaigns through private marketplaces. With its ad tech market among some of the world's most matured and [...]
AdvertiserAPACAustraliaAutomated GuaranteedDataIndustry InfrastructureMedia SpendMobileProgrammaticPublisherSocial MediaTargetingTrading
Ads Leaving Bad Taste Among APAC Consumers; IAB AU & Nielsen Launch Audience Metrics
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Ads leaving bad taste among APAC consumers; IAB AU & Nielsen launch audience metrics; Dentsu makes two [...]
AdvertiserAgencyAPACAustraliaDataMeasurementMobileNativeProgrammaticSingaporeTargetingViewability
China Advertisers Also Vexed By Walled Gardens
Frustration over walled gardens appears to be an increasingly global phenomenon, with advertisers in China among a growing number perplexed by walled gardens in their local market. While marketers in the Asian economic powerhouse want to establish cohesive connections across [...]
Ad FraudAdvertiserAgencyAPACBrandingChinaDataMeasurementMedia SpendProgrammaticPublisherTargetingViewability
China Leads Mobile Ad Growth; SPH Invests in Australia's Brand New Media
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China leads mobile ad growth; SPH invests in Australia's Brand New Media; Eyeota data powers Rocket Fuel; [...]
AdvertiserAgencyAPACAustraliaChinaMedia SpendMobileProgrammaticPublisherSingaporeTVVideo
APAC Must Start Talking About Ad Blockers
Ad blockers have yet to overtake water cooler discussions in this region; but marketers in Asia-Pacific need to start a bigger conversation about the issue before consumers catch up. In regions such as the US and Europe, conversations about ad [...]
Ad BlockingAdvertiserAgencyAPACBrandingMedia SpendProgrammaticPublisherSingaporeTargeting
China to Drive New Ad Dollars; AU Advertisers See Gains From People-Based Marketing
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China to drive new ad dollars; AU advertisers see gains from people-based marketing; Adskom eyes growth from [...]
AdvertiserAgencyAnalyticsAPACAustraliaChinaCross-ChannelDataIndiaMedia SpendMobileProgrammaticPublisherTargeting
APAC Brands Can Monetise User Engagement With Sponsored Data
Offering sponsored mobile data access can help marketers build awareness and monetise consumer engagement, especially in prepaid markets where consumption is typically rationed. It offers brands, advertisers, app developers, and publishers an effective way to reach, acquire, and retain mobile [...]
AU Ad Spend Climbs to AUD$5.9bn; Video Ads More Likely to Move SEA Viewers
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU ad spend climbs to AUD$5.9bn; Video ads more likely to move SEA viewers; Data Alliance eyes [...]
AdvertiserAgencyAnalyticsAPACAustraliaChinaMedia SpendMobileProgrammaticTargetingVideo
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