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
Brand Safety & Princess Diana, It's All About Context
Brand safety should weigh heavily on every marketer's mind as should contextual advertising, so why are 'bad ads' still popping up frequently today? Gregory Armshaw, head of application strategy at Graymatics recalls the day he nearly lost his job over [...]
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: SpotXchange eyes SEA expansion with Singapore office; Asia consumer attention spreading across multiple screens; Australia's APD [...]
AgencyAPACDigital MarketingMobileProgrammaticPublisherSingaporeVideo
Kimberly-Clark Eyes Data Insights From Programmatic, Mobile in APAC
For a well-established global brand like Kimberly-Clark, programmatic not only offers the ability to optimise media buys and improve consumer targeting, it provides critical data that is the backbone of the CPG company's marketing vision. In this Q&A profile, Mayur [...]
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: Indonesia tuning into programmatic video ads; IAB Australia sets up advisory council; Dentsu Aegis shuffles Singapore [...]
Ad NetworkAdvertiserAgencyAPACAudioAustraliaMobileSingaporeVideo
Asia still lacks programmatic talent, knowledge
Marketers in Asia do not have access to the necessary skills to deploy programmatic and still hold misconceived notion that this advertising model carries risks to brand safety. According to industry veteran Matt Harty, who is about to start a new [...]
Ad NetworkAdvertiserAgencyAPACChinaCross-ChannelMedia SpendPerformanceProgrammaticSingaporeTradingTrading Desk
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: Twitter ads pop up on Yahoo Japan; Opera Mediaworks expands Asian ops as mobile ads grow; [...]
Criteo: Advertisers Need to Catch up to Cross-Platform Users
Consumers today access content and transact across different platforms and devices, but marketers are still missing out on opportunities to address this cross-platform audience, due in part to technical challenges as well as traditional concerns. Mobile currently contributes 30% of [...]
AdvertiserAPACCross-ChannelMobilePerformanceProgrammaticTargeting
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: WeChat ads go live with major brands; Most Spotify users in AU happy to receive ads; Japan, [...]
AdvertiserAnalyticsAPACATSAustraliaBrandingChinaDataDigital MarketingGoogleIndiaMobileSearchTargeting
Three APAC digital media firms merge to provide 'holistic' programmatic services
Three companies in the Asia-Pacific digital marketing space have merged to form a single entity that they say will offer "holistic" programmatic services and drive the need for more transparency in the industry--something which its top executive repeatedly notes is [...]
Singtel: TV not an outdated advertising platform
Singtel is beefing up its advertising platform to glean better insights from its pay TV audience and offer marketers more effective customer targeting. Contrary to common perception, the Singapore telco believes television is not an outdated advertising platform, but one [...]
AdvertiserAgencyAnalyticsAPACBrandingDataDigital MarketingMobilePerformanceSingaporeTargetingTVVideo
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