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
SAN JOSE, Calif. and
REDMOND, Wash., Feb. 22, 2021 /CNW/ -- 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.
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.
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SOURCE Microsoft Corporation