Editorial - POC community makes good on promises of transparency and accountability

...execs in and around the POC realm are united in their curiosity as to why industrywide auditing and verification standards haven't been formally codified, whether by the Point of Care Communication Council (PoC3) or another organization. 

“Prior to Q4 last year, I don't think [PoC3] was very focused on compliance measures or auditing,” says Paul Theisen, founder of PlaceBridge, a third-party provider of auditing and verification services for the POC space. 

Editorial – Long Live Point of Care!

...the demand for in-office media solutions targeting both patients and physicians far exceeds the supply. Groups such as PoC3 have been established to help police ethical best practices and standards, and companies such as PlaceBridge have been launched to provide independent third-party auditing and verification for the media in-market, which will help bring back client confidence. However, while other well-established companies pride themselves in a reputable alternative solution, there remains a gap in the total inventory available to be able to reach the patient at the point of care.


Read more

Editorial – Emerging Trend: Digital Out-of-Home Advertising Audits

The positioning of ad-supported digital out of home has always been in flux. As the industry began its ascent, it was considered an alternative to television advertising. The parallels were certainly there, given the reliance upon audio and video on a screen. Media buyers never got totally comfortable with DOOH versus TV, largely because the television buys were measurable (and confirmable via an advertising audit) if you had faith in Nielsen and Arbitron. DOOH required a certain leap of faith, even if its place-based nature added unquestioned value to advertisers.

Read more

Editorial – Transparency: Make It Your Problem Before Someone Does It For You

Transparency is a big word for an important idea, but I’m curious if it will actually have an impact on the advertising business. If you casually peruse articles about advertising published in the last few years, you’ll see a steady increase in the volume of people talking about transparency, but if you dive one layer deeper, you’ll find it’s still just talk — not a business practice for most companies.

Read more

Press Release – PlaceBridge Launches as First POC Media Verification Platform

A team of point-of-care industry veterans announced the launch of PlaceBridge, LLC, a company that provides auditing and verification services to brands, agencies, investors and other stakeholders in the POC media sector.

Read more