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

• Retargeting Must Advance to Help APAC Marketers Retain In-App Users

  6 years ago News

  

  With Asia-Pacific consumers spending more time on their mobile devices, retargeting tools for in-app marketing need to improve and help brands better engage customers. App marketers must to be able to follow the entire user journey from the time the app [...]

  AdvertiserAPACAudienceBrandingCross-ChannelCustomer ExperienceE-CommerceMobileOmnichannel

• Malaysia Tops SEA for Ad Safety & Viewability; IAB Singapore Preaches 10 Programmatic Commandments

  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: Malaysia Tops SEA for Ad Safety & Viewability; IAB Singapore Preaches 10 Programmatic Commandments; iflix Drops Subscription [...]

  Ad FraudAdvertiserAgencyAnalyticsAPACAustraliaBrand SafetyJapanMeasurementMobileProgrammaticSoutheast Asia

• Weekly Focus: Alibaba Trials Blockchain for Supply Chain Transparency

  7 years ago News

  

  This week, the spotlight is on Alibaba Group's plans to use blockchain to better monitor and manage supply chains, kicking off a pilot in Australia and New Zealand through its Food Trust Framework. The Chinese e-commerce giant said it was working [...]

  AlibabaAudienceBlockchainChinaCustomer ExperienceDataE-CommercePersonalisationVoice assistant

• As Consumers Wise Up, APAC Marketers Must Rethink Their Data Use

  7 years ago News

  

  Increasingly, consumers in Asia are becoming aware of their personal data being collected and traded and not all are pleased with such business practices. Marketers, hence, need to think about the ways they are collecting data, and how much they [...]

  AdvertiserAgencyAPACArtificial IntelligenceAudienceBrand SafetyDataPersonalisationPublisherTargeting

• Index to Assess AU Ad Sentiments; Mobile to Outpace TV in China

  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: Index to Assess AU Ad Sentiments; Mobile to Outpace TV in China; Grab Partners with Mediacorp to [...]

  Ad TechAdvertiserAudienceAustraliaBrandingChinaContentDataMobilePublisherSingaporeSoutheast Asia

• Bloomberg & Twitter Look to Monetise APAC Demand for Credibility

  7 years ago News

  

  Amidst the growing amount of falsehoods that can be found online, Bloomberg and Twitter have joined forces with a pledge to provide Asia-Pacific advertisers a platform that carries credible content. The business news and social media companies last December unveiled [...]

  Ad FraudAdvertiserAPACAudienceContentNewsPublisherSocial MediaTwitter / XVideo

• SPH Looks to Digital as 1H 2018 Falls Flat; M&C Saatchi Acquires India Creative Agency

  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: SPH Looks to Digital As 1H 2018 Falls Flat; M&C Saatchi Acquires India Creative Agency; Mediacorp Folds [...]

  Ad TechAd VerificationAdvertiserAgencyAPACIndiaJapanMeasurementMobileProgrammaticPublisherSingapore

• Weekly Focus: Marketers Have More Options as Growing E-Commerce Expands SEA Digital Ecosystem

  7 years ago News

  

  This week, the spotlight is on marketers and the need for them to work within Southeast Asia's expanding digital ecosystem, the growth of which is fuelled by Chinese investors and increasing use of e-commerce platforms and mobile payments. China's tech giants [...]

  AdvertiserAlibabaAmazonChinaE-CommerceMobile

• China Mobile Market Requires Right Local Ad Experience

  7 years ago News

  

  Marketers in China need to consider 'seamless' user experiences and ensure their ads are appropriately designed to meet local market conditions and demands. The fragmented Android app store environment, for instance, means developers need to spend more effort building apps [...]

  Ad TechAdvertiserAIArtificial IntelligenceChinaCustomer ExperienceMobilePersonalisationPublisher

• APAC Marketers Need to Get Measurement Right First

  7 years ago News

  

  Measurement is the important piece of the puzzle Asia-Pacific marketers need to get right in order to fix what may be wrong with their programmatic campaigns. "I would always start with measurement", Attila Jakab, Infectious Media's managing director, said in [...]

  Ad FraudAdvertiserAgencyAnalyticsAPACattributionAudienceBrand SafetyDigital MarketingMeasurementProgrammaticTransparency