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
ExchangeWire Asia-Pacific Weekly Round-Up
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: HK ad spend up 17% during CNY; WPP subsidiary inks ecommerce partnership in China; WeChat Moments [...]
Ad ServerAdvertiserAgencyChinaDataDigital MarketingMobileTargeting
TV Must Start Tuning into Programmatic
Snug and comfortable with how things have always operated, the TV industry will soon face an inflection point where it will need to turn to programmatic to ensure its viability. Chris Dobson executive chairman of The Exchange Lab, believes this impetus [...]
AdvertiserAnalyticsAPACBrandingChinaCross-ChannelDataMedia SpendProgrammaticTargetingTradingTVViewability
Marketers Missing the Point with Easy Audience Targets
Audience data is undeniably an important ingredient in any ad campaign, but some marketers are misusing such data to achieve easy success. ExchangeWire spoke with Bryan Melmed, global vice president of insights at Exponential Interactive, who championed the use of [...]
AdvertiserAnalyticsAPACBrandingDataDigital MarketingMedia SpendProgrammaticTargetingViewability
ExchangeWire Asia-Pacific Weekly Round-Up
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: China consumers more willing to give data for personalised service; Smartphones make up 72% of APAC [...]
AdvertiserAgencyAnalyticsAPACAustraliaBrandingChinaDataMobileTargeting
Stream Asia 2015 Spotlights Make-Good in Social Media, Asia's Data Disparity
If traditional media are expected to make-good when they fail to deliver, should marketers expect the likes of Facebook and Google also to be held accountable? Delegates at a recent agency event debated the merits of this rather interesting proposition, [...]
ExchangeWire Asia-Pacific Weekly Round-Up
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: IAB AU unveils programmatic guide; Asia's social, mobile usage grows; CtrlShift hooks up with TubeMogul; Amobee [...]
AdvertiserAgencyAPACAustraliaDigital MarketingMobileProgrammaticSingaporeSocial MediaVideo
In Data, Never Forget the Human
What does a 'like' or retweet mean for your brand? Nothing much these days, it seems, as they come a dime a dozen. Instead, data has become increasingly important to enable advertisers to better engage their audience, but what remains [...]
Ad Tech Industry Losing Sight of the Consumer, Needs Disclosure
The ad tech industry has become increasingly fragmented and has lost its focus of consumers over its failure to execute a cohesive user experience. It also needs to improve communication to achieve better transparency and build trust. These were among the [...]
Ad NetworkAdvertiserAgencyAnalyticsBrandingDataIndustry InfrastructureMeasurementMedia SpendMobileProgrammaticPublisherTargetingTradingTrading DeskTransparencyTVViewability
ExchangeWire Asia-Pacific Weekly Round-Up
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: Indonesian JV launches RTB exchange; Singtel offers virtual, augmented reality for ads; Dentsu Isobar acquires Vietnam's [...]
Ad NetworkAdvertiserAgencyAPACChinaExchangeMobileProgrammaticSingaporeTV
ExchangeWire Asia-Pacific Weekly Round-Up
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: AU online ad spend hit $4.6bn; AdRoll goes to Japan with new local team; SpotXchange offers [...]
AdvertiserAPACAustraliaIndiaMedia SpendMobileProgrammaticTVVideo
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