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
Resorts World Genting Taps Membership Card to Manage Omnichannel UX; Singapore Broadcaster to Establish Integrated Marketing Unit
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Resorts World Genting Taps Membership Card to Manage Omnichannel UX; Singapore Broadcaster to Establish Integrated Marketing Unit; [...]
Ad TechAdvertiserAgencyAPACAustraliaContentCross-DevicePublisherSingaporeTVVideo
Weekly Focus: In APAC, Booming E-Commerce Also Means Exploding Fraud
This week, a study reveals that while Asia-Pacific is indeed an online shopping paradise, it also is a haven for fraudsters who have targeted 18% of consumers in the region. Some 71% had made online purchases and 63% used mobile payments [...]
AdvertiserAlibabaAudienceAugmented RealityChinaDataE-CommerceIn-store
Mobile Marketers Targeting High-Growth Vietnam Must Think Rural
Vietnamese consumers spend more than half of their time online on mobile phones, offering significant potential for mobile marketing, but there are nuances advertisers need to take note of to better engage this audience. The Asian country has become one of [...]
AdvertiserAPACAudienceContentCross-DeviceMobileSoutheast Asia
Two AU Advertising Boards to Merge; Singapore Premium Ad Marketplace Goes Live
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Two AU Advertising Boards to Merge; Singapore Premium Ad Marketplace Goes Live; China Most Advanced Digital Luxury [...]
Ad FraudAd TechAdvertiserAgencyAPACAustraliaChinaContentMeasurementMobileProgrammaticPublisherSingapore
Weekly Focus: Singapore Online Marketplaces Snag £106.82m in Funds
This week, two of Singapore's online marketplaces, Carousell and Carro, have secured funds totalling USD$145m (£106.82m), while Alibaba says it has acquired South Asian e-commerce platform, Daraz. Classifieds site Carousell snagged USD$85m (£62.62m) in its Series C funding, which also saw [...]
AIAlibabaChinaCustomer ExperienceDataE-CommerceMobilePaymentPersonalisation
Personalisation: An Untapped Opportunity for APAC Marketers
Brands such as Amazon have tapped data-driven personalisation to drive effective marketing plans, but this opportunity remains largely untapped by agencies and advertisers in Asia-Pacific. In this industry byliner, James Sampson, DataXu's Asia-Pacific vice president and general manager, explains why [...]
AdvertiserAnalyticsAPACBrandingContentCross-DeviceCustomer ExperienceDataPersonalisation
HP Balances Data Access with Retail Partners in Bid to Offer Omnichannel UX
Because a significant part of its hardware business is driven by resellers, Hewlett-Packard (HP) may not always have access to its customer data and needs to find ways to work around such limitations. Over the last couple of years, as [...]
Ad TechAdvertiserAudienceCustomer ExperienceDataE-CommerceIn-storeOmnichannelPersonalisation
Weekly Focus: Alibaba & JD.com Attribute Higher Revenue to Offline-Online Push
This week, China's two largest online retail operators have posted higher quarterly revenues and attributed the growth to efforts in driving their respective offline-online commerce strategy. Alibaba said its revenue climbed 61% in the quarter ended 31 March, 2018, hitting ¥61.9bn [...]
AdvertiserAlibabaChinaCustomer ExperienceE-CommerceIn-storeMobileOmnichannel
Walmart Eyes India E-Commerce Potential with Flipkart Acquisition
U.S. supermarket chain Walmart is making a major play for India's e-commerce market, dishing up USD$16bn (£11.82bm) for a 77% stake in local player Flipkart. The move put an end to weeks of market speculation, and was announced after SoftBank [...]
China, Japan & Korea to Drive App Store Spend; News Corp AU Opens Content Marketing Agency
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China, Japan & Korea to Drive App Store Spend; News Corp AU Opens Content Marketing Agency; WPP [...]
Ad TechAdvertiserAgencyAnalyticsAPACAudienceContentCross-ChannelDigital MarketingPublisher
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