Digitas and Weber Shandwick have become the first advertising agencies to join the Global Video Measurement Alliance (GVMA).
On the buy side, they join one other existing member, Mattel.
On the sell side, two other new members are also coming on board: BBC Studios and WildBrain Spark.
Other existing supply-side members include Viacom, Discovery, Ellen Digital Network, Corus Entertainment, Vice, BuzzFeed, Group Nine, Media Chain and Brut.
Members of the GVMA coalition, led by video audience measurement company Tubular Labs, agree to global audience measurement standards enabled by Tubular Audience Ratings, a deduplicated audience and time-based system for measuring video attention across social media platforms.
Weber Shandwick said the membership will help the agency use social video to better understand content that resonates with its audiences.
Digitas said membership will enhance its monitoring of global social video engagement trends and insights that can be used to recommend digital video programming, marketing and advertising investments for clients.