If scholarly communication is broken, how will we fix it? At Impactstory-a non-profit devoted to helping scholars gather and share evidence of their research impact by tracking online usage of scholarship via blogs, Wikipedia, Mendeley, and more-we believe that incentivizing web-native research via altmetrics is the place to start. In this article, we describe the current state of the art in altmetrics and its effects on publishing, we share Impactstory’s plan to build an open infrastructure for altmetrics, and describe our company’s ethos and actions.