Pop-Up Media validates international markets through performance strategy, with focus on the Romanian diaspora

I recently talked about how we approach international expansion at Pop Up Media in an article published by IQads. It's not a simple topic and there's no one-size-fits-all recipe, but I felt it was a good time to share what we've learned so far - from the campaigns we've tested, the markets we've tried to understand different behaviors in, the mistakes we've made, and the results that came after constant adjustments. In the IQads article, we talked about:

• Why it's not enough to "translate" a campaign for another market;
• What does it mean to correctly validate a new audience?
• How we use performance as a learning tool, not just delivery.

It's a joy to see interest in such topics, especially since internationalization doesn't happen overnight and can't be done without testing, patience, and aligned teams.