SeenThis and Madington Launch High-impact.js
STOCKHOLM, Tuesday August 18, The ad tech company Madington, and the video advertising company SeenThis, today announced the joint development and launch of High-impact.js, an open-source framework designed to solve long-standing fragmentation in the high-impact advertising market.
For years, the high-impact ad space has suffered from disparate, vendor-specific implementations and custom scripts, causing significant friction in activation and efficiency. This has burdened both publishers managing their inventory and buyers seeking scalable, hassle-free execution. High-impact.js addresses these challenges by unifying the ecosystem under a single, open-source standard that can be adopted globally, that everyone can contribute to and build on, instead of yet another proprietary stack.
High-impact.js has been co-developed by Swedish founded SeenThis and Madington from the ground up as an open-source framework, rather than a proprietary product owned by a single vendor.
“High-impact advertising has real value for brands, but fragmented standards have made it harder to scale than it should be. Open-sourcing High-impact.js with Madington gives the market a shared foundation to build on, and that's a better outcome than another proprietary solution.”
— Jesper Benon, CEO, SeenThis
Unifying the market for frictionless scaling
Developed as a collaborative effort, High-impact.js launches with support for the market's most common high-impact formats. The framework is already fully compatible with the majority of the Nordic markets, proving its capability for immediate, scalable deployment.
By making the framework open-source, SeenThis and Madington aim to hand the reins over to the digital advertising community, inviting developers, publishers, and tech vendors to lean in and collaborate on supporting future formats.
"With years of experience running high-impact solutions we’ve seen first-hand how costly fragmentation is for publishers. Every new format has meant new integrations, new scripts and less control over their own inventory. Integrating our open-source initiative, Advantage, created to simplify programmatic high-impact advertising, with SeenThis framework, High-impact.js, flips that dynamic. By co-developing an open-source, self-hosted framework together with SeenThis, we’re giving publishers back ownership of the code running on their sites and creating a shared, neutral standard the whole market can build on – delivering better ad experiences and stronger ROAS, rather than stitching together hundreds of small, fragmented executions."
— Henrik Carlsson, CEO, Madington
Autonomy and security for publishers
Beyond efficiency, High-impact.js introduces critical advantages in publisher autonomy and control. By utilizing an open-source framework, publishers are no longer locked into a specific vendor. They gain total control over their partner and vendor relationships. Furthermore, because publishers host the code themselves on their own sites, they eliminate reliance on external third-party scripts, improving site security and operational control.
"High-impact formats have long been valued by advertisers for their ability to drive brand awareness. Yet a lack of standardization has made them unnecessarily difficult to scale — for buyers to execute and for publishers to offer at enough reach. Fragmented tech stacks and inconsistent implementations have introduced cost and complexity that benefit no one. This framework removes those barriers, creating a more efficient ecosystem for everyone involved."
— Oscar Rogstedt, Head of Digital Sales, Bonnier
"High-impact formats consistently deliver for our clients, but inconsistent standards across publishers and markets have made them harder to scale than they should be. A unified, open-source framework is exactly what the ecosystem needs. It reduces the operational lift on our side and means we can plan high-impact campaigns with the same confidence and reach we expect from standard formats."
— Jonas Viksten, Chief Solution Officer Nordics, WPP
High-impact.js is available here
Advertisers, agencies, publishers and technology partners are encouraged to contribute new formats, optimizations, integrations and best practices, helping High-impact.js evolve as a shared global standard for high-impact advertising.
About SeenThis
The open web holds massive untapped advertising potential. While brands chase reach on major platforms, audiences spend significant time across premium publishers and diverse content, yet video advertising has historically underperformed here. SeenThis is changing that. Backed by proprietary adaptive streaming, SeenThis proves the open web delivers, capturing more attention and exceptional results with cost effective video.
Since 2017, SeenThis has served billions of video streams for 5,000+ brands across 50+ countries. Brands deserve reach wherever audiences are and the internet deserves to stay open. For more information, visit www.seenthis.co
About Madington
Madington is a Nordic adtech company specializing in high-impact and video-first advertising experiences across the open web and digital out-of-home. Through its creative management platform, Madington Station, the company enables brands, agencies, and publishers to produce, host, stream, and optimize everything from standard display to advanced high-impact formats with streamed video, as well as dynamic creative optimization (DCO) solutions for both display and DOOH. Together with its AI-powered creative and production system MAiKE, Madington combines creative excellence with in-house technology, offering both self-service tools and managed services, with a strong focus on performance, attention, and sustainability metrics. Founded in 2010, Madington has been a pioneer in high-impact formats and is part of VO2 Cap Holding AB (publ).
For more information, visit www.madington.com
