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

• Google's 'Blatant' Walled Garden Must Come Down

  9 years ago News

  

  No ad tech vendor should stop advertisers from exercising their right to know how their money is being spent; and to use the necessary tools to measure the returns on their investment. This is why Google's attempts at building a walled [...]

  AdvertiserAgencyAnalyticsAPACCross-ChannelGoogleMedia SpendProgrammaticPublisherTargetingVideoViewability

• Asean Marketers Want More Help in Digital; SEA Moving Towards Video Ads

  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: Asean marketers want more help in digital; SEA moving towards video ads; ZenithOptimedia takes Blue 449 to [...]

  AdvertiserAgencyAnalyticsAPACAustraliaBrandingChinaDataDigital MarketingIndiaMedia SpendMobileProgrammaticTargetingVideo

• Global Consolidation Shaking Up AU & APAC Ad Tech

  9 years ago News

  

  To emerge from the shadow of their US counterpart, ad tech players in Australia, and Asia-Pacific, need to come together and resolve fragmentations in the industry, urges Mediaocean CEO, Bill Wise, in this byliner. The focus of the international business community [...]

  AdvertiserAPACAustraliaBrandingDigital MarketingIndustry InfrastructureMedia Spend

• Unilever Programmatic Platform Debuts in Asean; Singapore Broadcaster Goes SpotX for Programmatic TV

  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: Mindshare unveils Unilever programmatic platform in Asean; Singapore broadcaster goes SpotX for programmatic TV; Tuned Global to [...]

  Ad NetworkAdvertiserAgencyAnalyticsAPACAustraliaExchangeMeasurementMedia SpendMobileProgrammaticSocial MediaTargetingTVVideo

• Focus on Click-Based Metrics Driving Ad Fraud in Asia

  9 years ago News

  

  Digital ad fraud continues to be a global problem, with brands increasingly concerned about bot clicks and the accuracy of traffic numbers. It does not help that Asia's ad tech industry still looks at clicks as the primary metrics, which [...]

  Ad FraudAd NetworkAd VerificationAdvertiserAgencyAnalyticsAPACDataMeasurementMobilePerformancePublisherTargetingTradingTrading DeskViewability

• Sponsored Data Service Launches in Southeast Asia; Singapore Social Analytics Firm to Offer Facebook Topic Data

  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: Sponsored data service launches in Southeast Asia; Singapore social analytics firm to offer Facebook topic data; CPMs [...]

  AdvertiserAgencyAnalyticsAPACCross-ChannelDataFacebookMedia SpendMobilePublisherSingaporeSocial MediaTargeting

• IoT Helps APAC Brands Personalise Customer Experience, But Implementation Daunting

  9 years ago News

  

  The Internet of Things (IoT) is increasingly championed as an important enabler to improving customer experience and providing higher level of personalisation. Deploying and managing the technology, however, can prove challenging for brands in the region. Carl Nawagamuwa, Amobee's Southeast [...]

  AdvertiserAgencyAnalyticsAPACCross-ChannelDataIndiaIndustry InfrastructureLocationMeasurementMedia SpendMobileNativeProgrammaticPublisherSingaporeTargeting

• Xaxis Launches Political Ad Platform in APAC; TubeMogul Unveils AU Programmatic TV Landscape

  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: Xaxis launches political ad platform in APAC; TubeMogul unveils AU programmatic TV landscape; Saatchi & Saatchi buys [...]

  Ad NetworkAdvertiserAgencyAnalyticsAPACAustraliaBrandingDataDMPIndiaProgrammaticSingaporeTargetingTVVideo

• China App Developers Need Local Strategy to Acquire Global Audience

  9 years ago News

  

  Driven by the need to acquire users, but challenged by China's tough market, Chinese app developers are increasingly looking to promote their apps beyond local shores. Doing so successfully, however, will require local adaptation and tweaking of their monetisation strategy, [...]

  Ad NetworkAdvertiserAPACChinaCross-ChannelDataMedia SpendMobileProgrammaticPublisherTargetingTrading

• Opera Software Woos China Buyout With Mobile Ad Biz; Philippine Publisher Inks Outbrain Partnership

  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: Opera Software woos China investors with mobile ad biz; Philippine publisher inks audience engagement partnership; Dentsu JaymeSyfu [...]

  AgencyAnalyticsAPACAustraliaChinaDataMobileProgrammaticTargeting