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Our Story ​

In the wake of the post-third-party-script era, publishers faced a critical need to control high-impact webpage content for security, performance, and alignment with website code. Recognizing this challenge, Madington, a tech vendor specializing in high-impact advertising, introduced Advantage, a library designed to streamline and standardize the implementation of high-impact formats.

Aimed at standardizing the buying process across direct and programmatic channels, there was a clear need for full industry collaboration. Advantage was gifted to the industry by Madington in April 2024 and perfected by community collaboration ever since.

In parallel, SeenThis, developed their own solution solving for the same problem. In April 2026, the two projects were merged into one: High Impact JS.

Community ​

As an open-source project, we invite contributions from the industry. Contributions can be made at different levels:

Community Roles ​

🛠️ Maintainers ​

Maintainers are trusted individuals who maintain the project, review contributions, and ensure they follow the code of conduct. Maintainers have commit access to the repository and play a crucial role in the project's health and growth.

What Maintainers Do:

  • Review and merge pull requests
  • Triage and respond to issues
  • Guide technical direction
  • Welcome and mentor new contributors
  • Maintain documentation and infrastructure
  • Ensure adherence to the Code of Conduct

Types of Maintainers:

  • Core Maintainers: Full oversight and decision-making authority
  • Area Maintainers: Focus on specific areas like formats, documentation, testing, or design

How to Become a Maintainer:

To become a maintainer, you should:

  1. Make consistent, quality contributions over 3+ months
  2. Demonstrate community leadership and good judgment
  3. Be nominated by an existing maintainer or self-nominate

See our Governance Documentation for detailed criteria, or view our current maintainers.

💻 Contributors ​

Contributors actively participate in the project through feedback, development time, or documentation. Every contribution, no matter how small, helps make Advantage better.

Ways to Contribute:

  • Code improvements and bug fixes
  • Documentation and examples
  • Testing and bug reports
  • Feature suggestions
  • Community support

Read more in our Contributing Guide.

🤝 Supporting Members ​

Supporting Members are organizations or individuals who support the initiative through implementation, endorsement, or advocacy.

You can be a Supporting Member by:

  • Implementing the Advantage technology on your platform
  • Using the Advantage standard for buying/selling high-impact ads
  • Endorsing our efforts to standardize the industry
  • Spreading awareness about Advantage

Supporting membership is free and demonstrates your commitment to standardizing high-impact creative buying and delivery.

Who We Welcome ​

Advantage is built by and for the entire digital advertising ecosystem. We especially welcome contributions from:

📰 Publishers ​

  • Implement and improve Advantage on your properties
  • Share integration challenges and real-world solutions
  • Provide feedback on performance and user experience
  • Document implementation patterns and best practices

🎯 Agencies & Advertisers ​

  • Share campaign requirements and use cases
  • Provide feedback on format capabilities and limitations
  • Identify gaps in current standards
  • Help prioritize features that matter most
  • Contribute creative best practices

💻 Developers ​

  • Contribute code, bug fixes, and improvements
  • Write documentation, tutorials, and examples
  • Build integrations and tools
  • Review pull requests and help other developers

🎓 Industry Experts ​

  • Help define standards and specifications
  • Share domain expertise and best practices
  • Guide architectural and strategic decisions
  • Mentor community members
  • Represent diverse industry perspectives

How to Get Involved ​

💬 Join the Conversation ​

GitHub Discussions - Help shape the future of high-impact advertising:

  • 💡 Ideas: Propose new features and improvements
  • 🗳️ Polls: Vote on proposals and provide input
  • 🙏 Q&A: Ask questions and share knowledge
  • 📣 Announcements: Stay updated on releases and news
  • 🎨 Show and Tell: Share your implementations

📊 Follow the Roadmap ​

Check out our GitHub Projects to see:

  • Planned: What's coming next
  • In Progress: What we're currently working on
  • Shipped: Recently completed features and fixes

This transparency helps you understand where you can contribute and what's on the horizon.

📅 Monthly Meetings ​

Maintainers meet on the first Wednesday of each month to discuss project direction, review proposals, and plan releases. Meeting notes are published in GitHub Discussions, and community members are welcome to propose agenda items.

Join the Community ​

Whether you want to become a maintainer, contribute code, or support the initiative, we'd love to have you involved!