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While the organization declined to share draft language, the standards will likely include confirmation of screen and signage locations, as well as the HCPs associated with those locations; independent, in-person audits of POC locations; and campaign-level verification of content on the screens. “‘I'm not going to share my list of offices and doctors — that's not going to fly anymore. You have to provide your list,'” Collette stresses. “The single biggest thing is providing confidence [companies] are going to get what they paid for and not be charged for what they didn't get.” Skepticism will likely fester until the PoC3 standards are officially unveiled — and possibly even beyond then. “If a standard is going to be actionable and enforced, it has to come from unbiased, third-party sources trusted by buyers and sellers,” Goldberg notes. “Who's going to be the third-party keeper of locations? Who's going to show a screen is functional and the content is updated? This requires real humans to go out and validate. It's not cheap.” Theisen — who notes multiple times he's an “interested party,” given his company offers auditing and verification services for the POC space — thinks PoC3's standards could potentially be overly deferential to companies and individuals who are “reluctant to open their doors to live auditing. There's always been some hesitancy to put that into contractual agreements,” he explains. “It seems there's a movement by some PoC3 members toward self-certification — so rather than sending out a dedicated independent crew to do live audits, some networks self-audit and then have a third party come in to validate.
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