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

• Indonesia's Adskom Raises Series A for Regional Expansion; Mangham Gaxiola Launches McGarryBowen in Singapore

  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: Indonesia's Adskom raises Series A for regional expansion; Mangham Gaxiola joins Dentsu Aegis Network, launches McGarryBowen in [...]

  Ad ServerAgencyAnalyticsAPACDataDMPMobileProgrammaticSingaporeSSPTradingVideo

• ATS SG Spotlights Need for Open Data Systems, Not for Walled Gardens

  9 years ago News

  

  Delegates at this year's ATS Singapore expressed concerns over the growing presence of walled gardens and their impact on audience data, pointing to the need for open data systems to drive the development of programmatic in the region. Matt Harty, Asia-Pacific [...]

  Ad ServerAd VerificationAdvertiserAgencyAnalyticsAPACattributionBrandingCross-ChannelDataFacebookMeasurementMedia SpendMobilePerformanceProgrammaticPublisherSingaporeTargetingTradingViewability

• Grapeshot Brings APAC Languages to The Trade Desk; Mobile Drives 27% of Ecommerce in SEA

  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: Grapeshot brings APAC languages to The Trade Desk; Mobile drives 27% of ecommerce in SEA; Sizmek looks [...]

  Ad NetworkAdvertiserAgencyAPACBrandingMedia SpendMobileProgrammaticSingaporeTargetingTransparencyViewability

• Lack of Large-Scale Quality Inventory Holding Back APAC Campaigns

  9 years ago News

  

  There is a dearth of large volumes of quality inventory in Southeast Asia and India, and this is preventing programmatic buyers from scaling their campaigns and reaching the audience they want. This, however, is set to change as publishers in the [...]

  AdvertiserAgencyAnalyticsAPACDataProgrammaticPublisherSingaporeTargeting

• Cultural Differences Must Be Considered in Data Collection

  9 years ago News

  

  Never present a clock as a gift to someone in China, and don't leave tips for service staff in Japan. Insights into these cultural differences can go a long way in arming brands with the right knowledge to roll out [...]

  AnalyticsAPACDataLocationProgrammaticPublisherSingaporeTargeting

• 'Fast-track Asia' Main Driver of Global Ad Spend; Blismedia Working to Add "3rd Dimension" to Location Data

  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: 'Fast-track Asia' main driver of global ad spend; Blismedia working to add 'third dimension' to location data; [...]

  Ad TechAdvertiserAgencyAnalyticsAPACChinaDataDigital MarketingDSPMedia SpendMobileProgrammaticPublisherSingaporeTargetingTVVideo

• MCN & AOL Unveil Programmatic TV Marketplace; YuMe Opens China Offices with Local Partnerships

  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: MCN & AOL unveil programmatic TV marketplace; YuMe opens China offices with local partnerships; Southeast Asian group [...]

  Ad NetworkAd VerificationAdvertiserAgencyAnalyticsAPACBrandingChinaDataDigital MarketingDMPEMEAMedia SpendMobilePMPProgrammaticTargetingTradingTVVideo

• Treat Campaigns as One, Despite Mobile Differences

  9 years ago News

  

  Campaigns comprising display and mobile ads should be developed together so retargeting can be carried out seamlessly; but differences in consumer experience must be addressed. Yann Aïtbachir, PocketMath's director of product development, said the mobile RTB ecosystem needed to consider [...]

  AdvertiserAnalyticsAPACattributionBrandingCross-ChannelDataDSPExchangeMobileProgrammaticTargeting

• comScore & TubeMogul Partnership to Offer APAC Audience Verification; Dentsu Aegis Network Acquires Thailand's Flexmedia

  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 & TubeMogul partner to offer APAC audience verification; Dentsu Aegis Network acquires Thailand's Flexmedia; Publicis buys [...]

  AdvertiserAgencyAnalyticsAPACAustraliaBrandingDigital MarketingEnterpriseMartechPerformanceVideo

• How to Tap Programmatic Potential in APAC

  9 years ago News

  

  In this week's industry byliner, PulsePoint's vice president of account management and operations Francois de Laigue explains why Asia-Pacific has proven to be a tough market for ad agencies to break into. He offers four tips on what market players [...]

  AdvertiserAgencyAPACChinaDigital MarketingMartechProgrammaticTargeting