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
Asia's Uniqueness Requires Different RTB Approach
China's Great Firewall presents special challenges that impact the way RTB operates in the country, so market players will need to set up a separate infrastructure to resolve these issues, advises Tim Koschella, CEO and co-founder of AppLift. In this Q&A [...]
Ad NetworkAdvertiserAgencyAPACattributionBrandingChinaDSPExchangeFacebookIndustry InfrastructureMedia SpendMobilePerformanceProgrammaticRegulationSingaporeSSPTargetingTradingTrading DeskTransparencyViewability
Nielsen Brings Digital Ad Ratings to China; AppLift Buys Singapore Mobile DSP
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Nielsen brings Digital Ad Ratings to China; AppLift buys Singapore mobile DSP; AdNear looks towards Europe expansion; [...]
Ad NetworkAdvertiserAgencyAnalyticsAPACBrandingChinaDataDigital MarketingDMPDSPEMEAExchangeIndiaMeasurementMobileProgrammaticSingaporeTargeting
APAC Preferences in Brand Engagement Differ; Singapore IAB Ropes In Brand Marketers as Advisors
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: APAC preferences in brand engagement differ; Singapore IAB ropes in brand marketers as advisors; Korea's YDM [...]
AdvertiserAgencyAPACBrandingCross-ChannelDataDigital MarketingMartechMobileSingaporeTargeting
Data Focus Should Be On Quality, Not 'First-Party' or 'Third-Party' Label
Opinions in the industry may differ on whether first-party data is more reliable than third-party data. For Eyeota CEO Kevin Tan, both offers its own value, and efforts should instead be channelled towards improving data quality and transparency. In this [...]
AdvertiserAnalyticsAPACattributionBrandingDataLocationProgrammaticPublisherSingaporeTargetingTransparencyViewability
More APAC Brands Turning to Audience Data; Roy Morgan, AdNear to Offer Mobile Consumer Analytics in ANZ
In this weekly segment, ExchangeWire sums up the key industry updates in ad tech from around the region – and in this week's edition: More APAC brands turning to audience data; Roy Morgan, AdNear offers mobile consumer analytics in ANZ; [...]
Ad NetworkAdvertiserAgencyAnalyticsAPACAustraliaBrandingDataDSPMedia SpendMobileProgrammaticPublisherSingaporeTargetingTrading
APAC Advertisers Must Reduce Reliance On Third-Party Data
Third-party data can be months outdated and irrelevant to the actual target audience, but brands in the Asia-Pacific still turn to these datasets religiously, when they should be working with first-party data instead. In this week's Q&A, ExchangeWire chats with [...]
AdvertiserAgencyAnalyticsAPACChinaDataDigital MarketingExchangeMedia SpendProgrammaticPublisherTargetingTradingTrading Desk
TubeMogul-Site Tour Deal Integrates Out-Of-Home, Video Ads; Most HK Advertisers Unhappy with Cross-Channel Campaigns
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want [...]
AdvertiserAnalyticsAPACAustraliaBrandingCross-ChannelDataDigital MarketingDisplayExchangeMartechMeasurementMedia SpendMobileProgrammaticTargetingTradingTrading DeskVideo
Location Data Tells More About Consumers Than Their Whereabouts
Improving the accuracy of location data not only provides for better campaigns, it can also offer richer insights into buyer intent based on the places consumers visit. Most location-based marketing initiatives target consumers in real-time based on where they are during [...]
AdvertiserAgencyAnalyticsAPACDataExchangeMobileProgrammaticPublisherTargetingTradingTrading DeskViewability
Criteo APAC Clocks 74% Revenue Growth in 1Q15; Publicis to Bring Digital Consultancy to Singapore
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: Criteo APAC clocks 74% revenue growth in 1Q15; Publicis to bring digital consultancy to Singapore; We [...]
AdvertiserAgencyAPACAustraliaBrandingChinaCross-ChannelDigital MarketingProgrammaticSingaporeSocial MediaTargeting
Southeast Asian Marketers Happy with Status Quo, Won't Move to Programmatic
Put off by the lack of needed skills to support new technology, such as programmatic, most marketers in Southeast Asia avoid moving into uncharted territory. They also are often unsure about what they want to achieve from their online campaigns. In [...]
AdvertiserAgencyAPACBrandingDigital MarketingMeasurementMobilePerformanceProgrammaticTVVideo
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