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

• Nascent Japan Market Faces Similar Challenges Related to Complexity & Ad Trust

  9 years ago News

  

  Japan's programmatic market may be fledgling compared to the US, UK, and some of its Asian peers, but it faces similar challenges that underscore the need for simplicity, data integration, and ad viewability. Delegates at ExchangeWire's ATS conference in Tokyo [...]

  Ad FraudAd VerificationAdvertiserAgencyAnalyticsAPACDataLocationMedia SpendMobileProgrammaticPublisherTargetingViewability

• comScore Launches Mobile Audience Metrics in Indonesia; Dentsu Aegis Buys Out India's Fountainhead

  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: comScore launches mobile audience metrics in Indonesia; Dentsu Aegis buys out India's Fountainhead; Blis eyes China market [...]

  AdvertiserAgencyAnalyticsAPACAustraliaChinaDataIndiaMeasurementMobileSearchTargeting

• ZenithOptimedia Buys Out Australia's FirstClick; IAB to Hold Programmatic Workshops in Jakarta & KL

  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: ZenithOptimedia buys out Australia's FirstClick; ZenithOptimedia to set up Singapore analytics hub; IAB to hold programmatic workshops [...]

  Ad VerificationAdvertiserAnalyticsAPACAustraliaDigital MarketingMeasurementMobilePerformanceProgrammaticSingapore

• Ad Blocking Debate Heightens Need for Good User Experience in APAC

  9 years ago News

  

  There has been much discussion about the impact of ad blocking tools and their potential impact on ads and ad revenue; particularly regarding mobile devices, where consumers are spending more time and where marketers are turning their attention. The debate, [...]

  Ad BlockingAdvertiserAPACDigital MarketingMartechMobilePublisherTargeting

• Ad Tech World Not Progressing Fast Enough on Mobile

  9 years ago News

  

  For one veteran of the mobile enterprise software industry, the ad tech world simply is not moving fast enough and remains bogged down by ineffective ad serving and management technology. Matthew Talbot, senior vice president for BlackBerry Messenger (BBM), says he [...]

  Ad NetworkAd ServerAdvertiserAPACDSPExchangeIndustry InfrastructureMobileNativeProgrammaticPublisherTargetingTrading Desk

• TubeMogul Rolls Out Integrated Digital Ad Ratings in SEA; StarHub Launches TV Audience Metrics

  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: TubeMogul rolls out integrated Digital Ad Ratings in SEA; StarHub launches TV audience metrics; Vietnam wants functional [...]

  Ad VerificationAdvertiserAnalyticsAPACAustraliaChinaDataDigital MarketingMeasurementMobilePublisherSingaporeTVVideo

• China Brands Tap Mobile For Awareness; Integral Ad Science & OMG AU Partnership to Address Ad Safety

  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 brands tap mobile for awareness, not sales; Integral Ad Science & OMG form AU partnership to [...]

  Ad FraudAd VerificationAdvertiserAPACAustraliaChinaCross-ChannelDigital MarketingIndiaMedia SpendMobileProgrammaticTargetingViewability

• Southeast Asia Moves Towards Regional Exchanges as Traditional Ad Networks Lose Appeal

  9 years ago News

  

  Brands and agencies in Southeast Asia are limiting their exposure to ad networks due to the lack of transparency and opting to build their own trading or buying platforms. Regional publishers also are increasingly wary of working with technology giants [...]

  Ad NetworkAd VerificationAdvertiserAgencyAPACBrandingExchangeMeasurementMedia SpendMobilePMPProgrammaticPublisherSingaporeTargetingTradingTrading DeskViewability

• Almost As Many SEA Users Click Mobile Ads by Mistake As By Interest; China Uncertainty Affects APAC Ad Spend Forecast

  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: Almost as many SEA users click mobile ads by mistake as by in interest; China uncertainty pulls [...]

  AdvertiserAgencyAnalyticsAPACAustraliaBrandingChinaDigital MarketingIndiaM&AMobileSingaporeSkills

• APAC Takes Small Steps Towards Native Ads As Traditional Banners Lose Effectiveness

  9 years ago News

  

  With traditional banners losing effectiveness, native ads may be the next answer for marketers to better reach their audience and for publishers to monetise their inventory. In this industry byliner, PubNative's Asia-Pacific director of business development Don Kim discusses the [...]

  AdvertiserAgencyAPACBrandingDigital MarketingMedia SpendMobileNativeTargeting