Technology and Media Entities Join Forces to Create Standards Group Aimed at Building Trust in Online Content
PR88154
SAN JOSE, Calif. and REDMOND, Wash., Feb. 23, 2021/PRNewswire=KYODO JBN/--
-- Adobe, Arm, BBC, Intel, Microsoft and Truepic form coalition to develop
end-to-end, open standard for tracing the origin and evolution of digital
content
A group of influential technology and media companies has 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 with the goal of combating misleading content.
Logo - https://mma.prnewswire.com/media/24227/microsoft_corp_logo226_9217jpg.jpg
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 an open standard can be adopted by
any online platform, it is critical to scaling trust across the internet. In
addition to the inclusion of varied media types at scale, C2PA is driving 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. With the foundation of the C2PA, technical standards will be unified while
these two entities 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 an important step forward in addressing rising concerns
with the manipulation and manufacture of news and information. Companies
interested in joining the C2PA can apply through membership@c2pa.org.
Executive quotes
Adobe: "Adobe is proud to be a founding member of the C2PA along with our
partners in technology and media. With the collective expertise of this group,
we will accelerate the critical work of rebuilding the public's trust in online
content through 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."
– Dana Rao, General Counsel and Content Authenticity Initiative executive
sponsor, Adobe
BBC: "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 news
at a time when trusted sources of information are more important than ever."
– Jatin Aythora, Chief Architect, BBC
Microsoft: "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."
– Eric Horvitz, Chief Scientific Officer and Project Origin executive sponsor,
Microsoft
Truepic: "Truepic was founded on the principle that provenance-based media
authenticity is the only viable, scalable long-term solution to restoring trust
in what we see online. We firmly believe that ecosystemwide adoption through an
open standard is crucial to the long-term health of the internet. The C2PA will
streamline the distribution of high-integrity digital content at scale, a vital
step in restoring society's shared sense of reality."
– Jeffrey McGregor, CEO, Truepic
About Adobe
Adobe is changing the world through digital experiences. For more information,
visit: www.adobe.com.
About Microsoft
Microsoft (Nasdaq "MSFT" @microsoft) enables digital transformation for the era
of an intelligent cloud and an intelligent edge. Its mission is to empower
every person and every organization on the planet to achieve more.
SOURCE: Microsoft Corporation
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