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Tubular Labs Brings in Viacom, BuzzFeed, Other Media Partners on Project to Establish Social-Video Metrics

April 26, 2019 / TODD SPANGLER

Is it possible to get a de-duplicated count of video viewers and watch time across social-media platforms?Tubular Labs, a digital-video research and measurement firm, thinks it can crack that nut — and it has pulled in more media partners to collaborate on developing standards for tracking viewership across YouTube, Facebook, Instagram, Twitter and other platforms.Viacom, Ellen DeGeneres’ Ellen Digital Network and Corus Entertainment have joined Tubular’s Global Video Measurement Alliance (GVMA) initiative. They join initial partners BuzzFeed, Vice Media and Group Nine Media.It has an official-sounding name, but the GVMA is not a trade association or a standards-setting body. Rather, it’s designed as a collaborate project to define what cross-platform social viewing metrics should look like, said Allison Stern, co-founder and chief strategy officer at Tubular Labs. Why couldn’t Tubular Labs develop these measurement metrics by itself? “The thought of...