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.

Community

As a open-source project we invite contributions from the industry, controbutions can be done on different levels:

Maintainer: Maintains the project, reviews contibutions and ensures they follow the code of conduct of the project
Contribute: Contributes in terms of feedback, development time or documentation and standardization, read more here for contributions
Supporting Member: Supports the initiative, can be done by fx. implementing the technology or buying using the strandard

You can join as a supporting member for free, supporting membership means your brand endorses our efforts to standardize high-impact creative buying and delivery or has implemented the advanatge technology.

To learn more about how to become a maintainer, contribute or become a supporting member, see contact information below.