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

• China Ad Spend Slows, But Still Growing Faster Than Global; WPP's Wunderman & Bienalto Merge in Australia

  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 ad spend slows, but still growing faster than global; WPP's Wunderman & Bienalto merge in Australia; [...]

  AdvertiserAgencyAnalyticsAPACAustraliaBrandingChinaDigital MarketingMedia SpendMobileSingapore

• APAC Marketers Turn to Mobile Data to Understand Audience

  9 years ago News

  

  With consumers generating more data than ever before, particularly through mobile devices, more marketers in Asia-Pacific are tapping big data analytics to improve attribution and create a better audience experience. Shobhit Shukla, chief revenue officer of location-based data analytics provider, [...]

  Ad VerificationAdvertiserAnalyticsAPACattributionBrandingCross-ChannelDataIoTMeasurementMobileTargeting

• MediaMath: APAC Brands & Agencies Should Leverage Each Other's Capabilities; Grey Group Acquires Thailand's nudeJEH

  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: MediaMath: Brands, agencies should leverage each other's capabilities; Grey Group acquires Thailand's nudeJEH; Droga5 shutters Sydney office; [...]

  Ad NetworkAdvertiserAgencyAPACAustraliaChinaDigital MarketingIndiaMedia SpendProgrammatic

• Complex Programmatic Setup Blurs Marketers' View of Bids

  9 years ago News

  

  Setting up a programmatic buying strategy is proving to be complex and often involves multiple parties, making it tough for brands to grasp all the activities running in the background. Singapore pay TV operator and broadband services provider, StarHub, is calling [...]

  Ad NetworkAdvertiserAgencyAnalyticsAPACBrandingCross-ChannelDataDMPMartechMedia SpendPerformanceProgrammaticPublisherSingaporeTargetingTVVideoViewability

• Australia Ad Tech Industry Wants More Accountability; Twitter Ads Now Available to More APAC SMBs

  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: Australia ad tech industry wants more accountability; Twitter Ads now available to more APAC SMBs; and WWE [...]

  Ad ServerAdvertiserAgencyAnalyticsAPACattributionAustraliaBrandingMartechPublisherTargetingViewability

• Lack of PII Proves Challenging for Indonesia DMP Players

  9 years ago News

  

  Indonesia does not have a robust PII (personally identifiable information) system, making it difficult to track personal details and establish reliable consumer profiles. Despite this challenge, the local market offers great opportunities for ad tech vendors as it has one of [...]

  Ad NetworkAgencyAnalyticsAPACBrandingDataDisplayDMPLocationMobilePerformanceProgrammaticPublisherSingaporeTargeting

• SEA Mobile Video Programmatic Climbs 20%; Outbrain & OMD Ink Partnership in Australia

  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: SEA mobile video programmatic climbs 20%; Outbrain & OMD ink partnership in Australia; India's Komli spins out [...]

  AdvertiserAgencyAnalyticsAPACAustraliaBrandingDigital MarketingIndiaMartechMobileProgrammaticPublisherSingaporeTargetingVideoViewability

• Asian Marketers Not Getting Right Support from Industry

  9 years ago News

  

  An insufficient ad budget for a vast region, inadequate support from industry players, and a media buying system that has yet to resolve key issues its predecessor also had failed to address. These are the main challenges facing Starwood Hotels [...]

  Ad NetworkAd VerificationAdvertiserAgencyAnalyticsAPACattributionBrandingCross-ChannelDataDMPExchangeIndustry InfrastructureMeasurementMedia SpendPerformanceProgrammaticPublisherSingaporeTargetingTrading Desk

• APAC Marketers Drowning in Data Whirlpool; BuzzFeed Inks Joint Venture With Yahoo Japan

  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: Marketers drowning in whirlpool of data; BuzzFeed inks joint venture with Yahoo Japan; APAC mobile users most [...]

  AdvertiserAgencyAnalyticsAPACBrandingCross-ChannelDataLocationMeasurementMobileNativePublisherSocial MediaTargeting

• IAB Singapore Urges Need for Common Language in Ad Measurement

  9 years ago News

  

  Following a survey that found Singapore to be severely lacking in effective ad metrics, IAB's local chapter has called on ad tech vendors to reach an agreement for digital measurement and for marketers to start educating themselves. Without a proper [...]

  Ad VerificationAdvertiserAgencyAnalyticsAPACBrandingDataMeasurementMobilePerformanceSingaporeTargeting