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

• APAC Retail Platforms Seek Deeper Partnerships as Data Role Widens

  6 years ago News

  

  With the role of data increasingly important, and access closely guarded, Asia-Pacific e-commerce platforms and retailers want deeper partnerships where there are mutual benefits. For online marketplaces, forming relationships with suppliers already is a top focus to ensure customers have [...]

  AdvertiserAgencyCustomer ExperienceDataE-Commerce

• AU Advertisers Still Focused on Ad Returns & Impact: Q&A with AANA CEO John Broome

  6 years ago News

  

  With the year at its halfway mark, advertisers in Australia remain concerned about generating greater returns and impact from their media investments. In this regard, the Australian Association of National Advertisers (AANA) continues to push the need for transparency and [...]

  Ad TechAdvertiserAdvertisingAgencyAIAustraliaDigital MarketingMeasurementMedia SpendTransparency

• Singapore Publisher Merges Content Marketing Units to Create 'Sweet'; Japanese Agency Spins Up Creative Unit

  6 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: Singapore Publisher Merges Content Marketing Units to Create 'Sweet'; Japanese Agency Spins Up Creative Unit; AU Investment [...]

  Ad TechAdvertisingAgencyAPACAustraliaContentDigital MarketingJapanProgrammaticPublisherSingaporeSoutheast Asia

• GDPR Signals Need for APAC Firms to Evolve Data Strategy

  6 years ago News

  

  The General Data Protection Regulation (GDPR) may be up and running for over a month now, but businesses in Asia-Pacific will need to reassess their data strategy and ensure they can earn the trust of consumers who are increasingly wary [...]

  APACBrandingCustomer ExperienceDataDigital MarketingPersonalisationRegulationTransparency

• Weekly Focus: APAC Online Shoppers Most Likely to Abandon Carts

  6 years ago News

  

  This week, we find out that online shoppers in Asia-Pacific are most likely to abandon their carts, with 52% doing so, compared to 46% in North America and 43% in Europe. Moreover, just 25% in this region expressed interest in [...]

  AmazonDataE-CommercePayment

• APAC Ad Sales Will Climb 7% to Hit £124.38bn; AU Consumers Most Trust ABC, But Distrust Social Media

  7 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: APAC Ad Sales Will Climb 7% to Hit £124.38bn; AU Consumers Most Trust ABC, But Distrust Social [...]

  Ad TechAdvertiserAgencyAIAnalyticsAPACDataMedia SpendTransparencyTV

• Weekly Focus: JD.com Registers £18.62bn in Mid-Year Anniversary Sales

  7 years ago News

  

  This week, JD.com says it clocked a record high of USD$24.7bn (£18.62bn) in transactions from its recent mid-year sales event, which also marked the first time the Chinese e-commerce site integrated online, offline, and virtual shopping experiences. Dubbed 'JD6.18', the [...]

  AlibabaChinaDataE-Commerce

• ATS SG 2018 Talks up Role of Data in Customer Engagement & Transparency

  7 years ago News

  

  The need for data – specifically, quality data – remains a key theme amongst Asian marketers and the region's ad-tech community, who underscore its role in driving deeper customer engagement and transparency in the industry. Data, for instance, is a [...]

  Ad TechAdvertiserAgencyAnalyticsAPACATS SingaporeAudienceDataMeasurementMedia Spend

• Weekly Focus: Google Makes £415m Move in China E-Commerce Market

  7 years ago News

  

  This week, we see Google making a USD$550m (£415m) move in China's e-commerce market and more Australian consumers window shopping than actually buying online. It may have long exited the Chinese search market, but Google appears to be making its [...]

  AlibabaAmazonAudienceChinaCustomer ExperienceE-CommercePersonalisation

• APAC Biggest Contributor of Ad-Spend Growth; AU Consumers 'Creeped Out' by Personalised Content

  7 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: APAC Biggest Contributor of Ad-Spend Growth; AU Consumers 'Creeped Out' by Personalised Content; FIFA World Cup to [...]

  AdvertisingAnalyticsAPACAudienceDataMedia SpendMobilePersonalisation