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Content Authenticity Initiative


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February 23, 2021

Technology and Media Entities join forces to create Standards Group aimed at Building Trust in Online Content.

Adobe, Arm, BBC, Intel, Microsoft, and Truepic form a coalition to develop an end-to-end, open standard for tracing digital content’s origin and evolution.

Microsoft, Adobe, BBC

SAN JOSE, Calif. and REDMOND, Wash., Feb. 22, 2021 — A group of influential technology and media companies have partnered to form the Coalition for Content Provenance and Authenticity (C2PA), a Joint Development Foundation project established to address the prevalence of disinformation, misinformation, and online content fraud through developing technical standards for certifying the source and history or provenance of media content.

Founding members Adobe, Arm, BBC, Intel, Microsoft, and Truepic, seek to establish a standardized provenance solution to combat misleading content.

C2PA member organizations will work together to develop content provenance specifications for common asset types and formats to enable publishers, creators, and consumers to trace the origin and evolution of a piece of media, including images, videos, audio, and documents. These technical specifications will include defining what information is associated with each type of asset, how that information is presented and stored, and how evidence of tampering can be identified.

The C2PA’s open standard will give platforms a method to preserve and read provenance-based digital content. Because any online platform can adopt a free measure, it is critical to scaling trust across the internet. Besides the inclusion of varied media types at scale, C2PA drives an end-to-end provenance experience from the capturing device to the information consumer. Collaboration with chipmakers, news organizations, and software and platform companies is critical to facilitate a comprehensive provenance standard and drive broad adoption across the content ecosystem.

The formation of the C2PA brings together founding members of the Adobe-led Content Authenticity Initiative (CAI) and the Microsoft-and-BBC-led Project Origin, unifying technical specifications under a single entity. The CAI is building a system to provide provenance and history for digital media, giving creators a tool to claim authorship and empowering consumers to evaluate whether what they are seeing is trustworthy.

Project Origin has its roots in the production and distribution of news. The effort has focused on tackling disinformation in the digital news ecosystem by attaching signals to a piece of content to demonstrate its integrity and making this information available to those using it. The founding of the C2PA would unify technical standards. Meanwhile, these two entities would continue to pursue adoption, prototyping, and education within their respective communities.

Today’s C2PA announcement builds on several recent advances in content provenance, including Project Origin’s efforts to develop a pipeline for signaling, certification, and tracking the history of news content; the CAI’s first-ever end-to-end demonstration of provenance for captured media online; and Truepic’s development of the first native integration of hardware-secured photo capture smartphone technology.

Designing standards and technologies that can certify the source and provenance of online content is crucial in addressing rising concerns about manipulating and manufacturing news and information.

“Adobe is proud to be a founding member of the C2PA along with our partners in technology and media. With this group’s collective expertise, we will accelerate the critical work of rebuilding the public’s trust in online content through the broad and open adoption of a provenance standard at scale. We welcome everyone to join and participate in this effort so crucial to us all,” said Dana Rao, General Counsel, and Content Authenticity Initiative executive sponsor, Adobe.

“It’s vital that news providers play a part in the battle against disinformation. We welcome the opportunity to participate in the C2PA provenance work, which has the potential to support audience confidence in the news at a time when trusted sources of information are more important than ever,” said Jatin Aythora, Chief Architect, BBC.

“There’s a critical need to address widespread deception in online content — now supercharged by advances in AI and graphics and diffused rapidly via the internet. Our imperative as researchers and technologists is to create and refine technical and sociotechnical approaches to this grand challenge of our time. We’re excited about methods for certifying the origin and provenance of online content. It’s an honor to work alongside Adobe, BBC, and other C2PA members to take this critical work to the next step,” said Eric Horvitz, Chief Scientific Officer, and Project Origin executive sponsor, Microsoft.

Source: Microsoft Corporation

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Edited & Posted by the Editor | 6:47 AM | Link to this Post

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