Tubular Labs Doubles Board With New Additions Jamie Gutfreund, Greg Coleman

Video analytics firm Tubular Labs has brought on two new board members as part of its ongoing efforts — in partnership with the Global Video Measurement Alliance (GVMA) — to establish a new set of industry-wide metrics for digital video.

Those new members are: Jamie Gutfreund, who formerly worked as CAA‘s chief strategy officer and most recently served as Hasbro’s chief consumer experience officer; and Greg Coleman, BuzzFeed’s former president and the current executive-in-residence at venture capital firm Lerer Hippeau.

The two will not personally invest in Tubular, but will receive stock in the company, Variety reports. Their addition will double the size of Tubular’s board of directors, as they’ll join existing members Rick Heitzmann, a general partner at FirstMark Capital, and Hrach Simonian, a general partner at Canaan Partners.

It appears Gutfreund and Coleman are primarily onboarding to work on Tubular/GVMA venture — a media entity alliance launched in April comprising Vice

, BuzzFeed, Viacom, Discovery, Mattel, Group Nine Media, Ellen Digital Network, Corus Entertainment, Brut, Freeda Media, and Social Chain Media. The project’s end goal is to introduce metrics into the digital video ecosystem that are already commonly used to measure the performance of TV programs — including deduplicated views (view counts that compensate for the fact that some viewers will watch a video multiple times, potentially from multiple devices and/or on multiple platforms), total watch time, and average watch time per user.

Along with revealing Gutfreund and Coleman’s new positions, Tubular announced it has opened a new office in Singapore, per Variety. The firm’s Asia-Pacific (APAC) director, Stephan Jenn, will be headquartered there, and the office will spearhead Tubular’s APAC expansion. Tubular’s main office is in Mountain View, Calif.; the firm also operates offices in New York City, Los Angeles, and London.