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 Ad Tech Too Focused on Last Click

  9 years ago News

  

  Ad tech vendors in the Asia-Pacific region are way too obsessed with the last click and are ignoring more meaningful interactions with consumers. More importantly, last-click attribution is not in line with key business metrics, according to Ann Reilly and [...]

  AdvertiserAnalyticsAPACBrandingDataExchangeIndustry InfrastructureProgrammaticTargeting

• Asean Mobile Video Marketers Must Stop Repurposing TV Ads

  9 years ago News

  

  Fuelled by increasing mobile adoption, mobile video ads have grown in prominence across Southeast Asian markets and advertisers in the region are eager to tap into this captive audience. However, brands currently resort to repurposing creatives developed for TV and [...]

  AdvertiserAPACBrandingCross-ChannelIndiaIndustry InfrastructureMartechMobileNativePublisherTargetingTVVideoViewability

• APAC Search Ad Spend Up 13%; India & China Fastest Growing Ad Markets

  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: APAC search ad spend up 13%; India and China fastest growing ad markets; Facebook launches immersive mobile [...]

  AdvertiserAnalyticsAPACAustraliaChinaDataFacebookIndiaMedia SpendMobileProgrammaticSearchSingapore

• APAC Mobile Marketers Must See Beyond App Development

  9 years ago News

  

  Mobile marketing is more than just about building apps to accompany campaigns, and advertisers need to start thinking about alternative ways to reach their audience. Rohit Dadwal, Asia-Pacific managing director for Mobile Marketing Association (MMA), is urging brands in the [...]

  AdvertiserAPACBrandingIndiaMobileNativeProgrammaticTargeting

• AU Online Ad Spend Climbs 33%; Kantar Inks Thai TV Ratings Deal

  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 online ad spend climbs 33%; Kantar inks Thai TV ratings deal; Dentsu acquires Philippine media agency; [...]

  AdvertiserAgencyAPACAustraliaBrandingDisplayDMPIndiaMartechMedia SpendMobilePerformanceProgrammaticSingapore

• APAC Marketers Must Move Away From Vanity Metrics

  9 years ago News

  

  Marketers need to start looking at how they are actually helping their organisation and better tap measurement tools to improve campaign performance. This means moving from 'vanity metrics', such as likes and views, stresses Liz Miller, senior vice president of marketing [...]

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• Strong Ad Spend Growth in 3 Asian Markets; APAC Expenditure on Audience Data Drops in Q3

  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: Three Asian markets to see strong ad spend growth; APAC expenditure on audience data drops in Q3; [...]

  AdvertiserAgencyAnalyticsAPACAustraliaDataDOOHIndiaLocationMeasurementMobileProgrammaticPublisherSingaporeTargeting

• More Work Needed Before AU Can Trade on Viewable Impressions

  9 years ago News

  

  The move towards viewability is strongly supported in Australia, but more work still needs to be done before the market can trade on viewable impressions. Interactive Advertising Bureau (IAB) Australia CEO Alice Manners explains that technological challenges, such as varying ad [...]

  Ad BlockingAdvertiserAgencyAPACAustraliaBrandingMeasurementMedia SpendMobileProgrammaticPublisherViewability

• iClick & Tencent Sign Native Ad Deal; Singapore's IAB & MMA Get New Executive Teams

  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: iClick & Tencent sign native ad deal; Singapore's IAB & MMA get new executive teams; Adyoulike goes [...]

  AdvertiserAgencyAPACAustraliaBrandingChinaDSPMedia SpendMobileNativeProgrammaticPublisherSingaporeVideo

• Fragmentation & Opaque Pricing Top Challenges for APAC This Year

  9 years ago News

  

  A look back at the year reveals key challenges for the Asia-Pacific ad tech industry in the form of media fragmentation and a lack of transparency in the buying process. A significant increase in websites over the past decade has [...]

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