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 Marketers Moving From Display Ads to Content; ANZ Sees Programmatic Ad Growth in All Formats

  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 marketers moving from display ads to content; ANZ sees programmatic ad growth in all formats; DataXu [...]

  AdvertiserAgencyAPACAustraliaBrandingCross-ChannelIndiaMedia SpendMobileNativeProgrammaticSingaporeTrading

• China Offers Ad Tech Potential, But Competition Proves Stiff & Local Understanding Critical

  9 years ago News

  

  Its sheer market size presents tremendous growth opportunities for the ad tech community, but China is fraught with bureaucracy and complex business operations that require local knowledge to manoeuvre successfully. Several foreign ad tech companies have attempted to launch in [...]

  AdvertiserAgencyAPACChinaCross-ChannelDataDSPProgrammaticSingapore

• Asia Brands Must Ready Programmatic Journey

  9 years ago News

  

  Still lagging in their adoption of programmatic, brands in Asia-Pacific continue to face myriad challenges cutting through the technology maze and getting internal support for the automated buying platform. Careful planning and some patience, though, may be all marketers need [...]

  Ad NetworkAdvertiserAgencyAnalyticsAPACBrandingDataDigital MarketingMartechMedia SpendMobileProgrammaticTargetingTechnologyTVVideoViewability

• Asia Consumers Still Served Irrelevant Ads; Indonesia Sees Growth in Mobile Ad Spend & Supply

  9 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates in ad tech from around the Asia-Pacific region – and in this edition: Most Asian consumers still served irrelevant ads; Indonesia sees growth in mobile ad spend & supply; More [...]

  Ad NetworkAd ServerAdvertiserAgencyAPACAustraliaBrandingChinaMedia SpendMobileTargetingVideo

• China's Youku Tudou Goes Exclusive With RocketJump; Unruly Helps Japan Brands Suss Out 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: China's Youku Tudou goes exclusive with RocketJump; Unruly helps Japan brands suss out video ads; Three-way China [...]

  AdvertiserAgencyAnalyticsAPACAustraliaChinaCross-ChannelMedia SpendMobileProgrammaticPublisherSingaporeSocial MediaTargetingVideo

• ANZ Ad Tech Fighting to Identify Value Amid the Noise

  9 years ago News

  

  The Australia and New Zealand ad tech market may be one of the more matured globally, but the region faces similar challenges to the rest of APAC from having to deal with an increasingly complex and expansive technology space. In [...]

  Ad NetworkAgencyAPACAustraliaExchangeMobileProgrammaticPublisher

• Vietnam Mobile Market a Growing Opportunity for Brands; China Video Site Offers Native 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: Vietnam mobile market a growing opportunity for brands; China video site offers native ads; Taiwan ad tech [...]

  AdvertiserAnalyticsAPACAustraliaBrandingChinaCross-ChannelMobileNativeTargetingVideo

• Metrics Will Boost APAC Mobile Ad Takeup, But Key Challenges Remain

  9 years ago News

  

  The emergence of metrics for mobile ad campaigns provides a much-needed boost for advertisers in the region, especially since more consumers in Asia-Pacific than the US watch video daily on their mobile devices. In this industry byliner, SpotX's Asia-Pacific director of [...]

  Ad VerificationAdvertiserAnalyticsAPACCross-ChannelMeasurementMedia SpendMobilePublisherTargetingVideoViewability

• AANA Revises Ad Definition in AU; Dentsu Takes Digital Performance Firm to Asia

  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: AANA revises ad definition in AU; Dentsu takes digital performance firm to Asia; Major networks serving ads [...]

  Ad FraudAd VerificationAdvertiserAgencyAPACAustraliaBrandingGooglePerformanceRegulation

• APAC Market Diversity Doesn't Warrant Different Viewability Standards

  9 years ago News

  

  The Asia-Pacific region may be a melting pot of widely different cultures and technological advancements, but this does not mean each market should adopt different ad viewability standards. Stressing the need for a single standard to define a viewable impression, [...]

  AdvertiserAPACBrandingGoogleMobilePerformanceProgrammaticTargetingViewability