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

• APAC Inertia Holding Back Adoption of Third-Party Data

  9 years ago News

  

  Happy to stick to the original media plans they have been using since day one, advertisers are unwilling to embrace new ways of doing things. In this byliner, Eyeota CEO Kevin Tan discusses how this inertia is holding back brands [...]

  AdvertiserAgencyAPACAustraliaBrandingDataMedia SpendProgrammaticPublisherSingaporeTargeting

• Isobar China Partners With UnionPay to Co-develop DMP & DSP; GroupM Galvanises AU Publishers to Improve Viewability

  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: Isobar China partners with UnionPay to develop DMP & DSP; GroupM galvanises AU publishers in bid to [...]

  Ad FraudAdvertiserAgencyAnalyticsAPACAustraliaChinaDataDMPDSPMedia SpendMobileProgrammaticPublisherSingaporeSocial MediaTargetingViewability

• Questions APAC Firms Should Ask Before Investing in DMPs

  9 years ago News

  

  Can APAC firms dedicate resources to own and run their own DMPs? How much value will it bring to their business, and how will they make the platform available to any agency or activation channel? These are questions brands, publishers, and [...]

  AdvertiserAgencyAPACCross-ChannelDataDMPIndustry InfrastructureMeasurementMedia SpendMobileProgrammaticPublisherTargetingTechnology

• Singaporeans Still Prefer Email in Brand Interaction; Social Important Among China Marketers

  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: Singaporeans still prefer email in brand interaction; Social important among China marketers; If clearly labelled, content marketing [...]

  AdvertiserAgencyAPACAustraliaBrandingChinaDataMeasurementMedia SpendMobileNativeSingaporeSocial MediaTargeting

• APAC Advertisers Stuck in Ad Network Model

  9 years ago News

  

  While agencies may have moved on, some advertisers in Asia-Pacific have yet to transition from the ad network model and hold out-dated views about programmatic. Matt Harty, Asia-Pacific senior vice president of The Trade Desk, explains in this Q&A with [...]

  Ad NetworkAdvertiserAPACChinaDataDigital MarketingMedia SpendMobileProgrammaticPublisherSearchTargetingTrading DeskTransparencyViewability

• India Ad Spend to See Strong Growth; AU Ad Market Worth AUD$7.9bn

  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: India ad spend to see strong growth in 2016; GroupM inks Line partnership to boost APAC campaigns; [...]

  AdvertiserAgencyAPACAustraliaIndiaIoTMedia SpendMobileProgrammaticTargeting

• Markup DSP Model Detrimental to China Ad Market

  9 years ago News

  

  Evolved out of traditional ad networks, most DSPs in China currently operate on a 'markup model' that is proving harmful to both advertisers and publishers. This typically involves low-tier inventory bought in bulk at low CPMs, and later sold to [...]

  Ad NetworkAdvertiserAgencyChinaDataDMPDSPExchangeMedia SpendProgrammaticPublisherTargetingTrading DeskTransparencyViewability

• Malaysians Want Fast Mobile Video; AU to Spend AUD$28m on Ads Promoting Innovation Agenda

  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: Malaysians want fast, quality mobile video; AU to spend AUD$28m on ads promoting Innovation Agenda; SpotX hires [...]

  AdvertiserAgencyAPACAustraliaBrandingMartechMedia SpendMobileTargetingVideo

• China's iPinYou Bets on Local Knowledge Against Google

  9 years ago News

  

  China's largest DSP believes its local partnerships and strong knowledge of the local market mean it can deliver a higher level of service compared to Google, which it considers its archrival. iPinYou, which last month announced it had restructured to "return" [...]

  AdvertiserAgencyAPACAutomated GuaranteedChinaDataDSPExchangeGoogleMedia SpendMobileProgrammaticPublisherRegulationSocial MediaTargetingTrading

• AU Ad Market to Grow 3% in 2016; McGarryBowen Sets Up HK Outfit

  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: AU ad market to grow 3% in 2016; McGarryBowen sets up HK outfit; Gravity4 buys out Australia's [...]

  AdvertiserAgencyAPACAustraliaMedia SpendMobileProgrammatic