TORONTO — Corus Entertainment Inc. has joined the Global Video Measurement Alliance, which is a new industry effort to determine the effectiveness of social media programming and advertising.
The Toronto-based company is one of Canada’s largest producers and distributors of digital content through social media platforms such as Facebook and Twitter.
Corus senior vice-president Dervla Kelly says the standardization of social video metrics is long overdue.
She heads the Corus social digital agency that has been developing new advertising supported formats to complement the company’s television and radio businesses.
Other members of the alliance include Viacom Digital Studios, Ellen Digital Network, Vice Media and BuzzFeed.
The alliance was formed in January in association with Tubular Labs of San Francisco, which says its technology tracks and analyzes what’s being watched on various social media platforms around the world.
Companies in this story: (TSX:CJR.B)
The Canadian Press