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.

The 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.

Companies interested in joining the C2PA can apply through membership@c2pa.org.

The post Tech and media giants collaborate on content trust & standards appeared first on Digital Marketing Solutions Summit | Forum Events.

Ofcom warns of a ‘growing disconnect’ as older viewers and minority groups feel they aren’t getting their own fair share of TV time, and when they do they’re often portrayed in a negative manner.

Discussing the issue, chief executive Sharon White said: “The information we have is shocking. There is some woeful progress, especially for senior women, disabled people, and people from a black, Asian and minority ethnic background.”

White added that while 51% of the UK’s general population is female, just 39% of senior roles at the broadcasters are held by women.

Channel 5 owner Verizon has promised to offer 20 diverse young marketers full time employment through its fellowship employment programme, AdFellows. Participants in AdFellows will rotate into positions at Verizon, as well agencies including ZenithOptimedia, Rauxa and McCann Worldwide.

The post Ofcom warns of growing ‘cultural disconnect’ appeared first on Digital Marketing Solutions Summit | Forum Events.