Tubular Labs is expanding its Global Video Measurement Alliance (GVMA) globally following a US test run.

The GVMA launched back in January in order to establish a new kind of global audience measurement standard for digital video.

A handful of large publishers have gotten on board since the GVMA launched, including Vice North America, Buzzfeed, Group Nine, Viacom, Ellen Digital Network and Corus Entertainment.

"Digital video has no geographic boundaries. Global content measurement is vital to ensuring comprehensive, uniform digital video standards," said Tubular Labs' co-founder Allison Stern, regarding the expansion.

“GVMA’s new metrics will be a big step forward in unifying global content measurement, and we are up to the task as Tubular has already been working toward this solution for years.”

Luke Barnes, chief digital officer and chief revenue officer EMEA, Vice Media added: "Whilst industry-wide issues surrounding transparency and accountability are still holding back vital progress in the evolution of the digital media landscape, the need for credible, effective, measurement standards has never been greater.

"It's time now to set a new standard together, and help advertisers realise, understand and, above all, trust the effectiveness of branded video content."