- Adobe has announced a Content Authenticity Initiative in partnership with The New York Times and Twitter.
At the Adobe MAX event, Adobe announced the Content Authenticity Initiative in partnership with The New York Times (NYT) and Twitter. This initiative is aimed at developing an industry standard for digital content attribution.
This initiative is important as the ability to provide proper content attribution for creators and publishers is critical for ensuring trust and transparency online. And Adobe, NYT and Twitter believe that setting up a long-term solution is a shared responsibility between creators, technology, and media companies. These companies acknowledge that joining forces will accelerate progress.
“With the proliferation of digital content, people want to know the content they’re seeing is authentic,” said Dana Rao, executive vice president and general counsel at Adobe. “While this is a formidable challenge, we are thrilled to be championing the adoption of an industry-wide content attribution system, along with The New York Times Company and Twitter. It is critical for technology and media companies to come together now in order to empower consumers to better evaluate and understand content online.”
So how will it work? Adobe is building an opt-in system that will enable creators and publishers to securely attach attribution data to the content they choose to share. And the framework is built to allow authors to verify their content so that they receive proper attribution and provide consumers with an attribution trail in order to give them confidence about the authenticity of the content they’re consuming. Adobe had demonstrated a prototype of the content attribution technology embedded in Photoshop at Adobe MAX.
“Discerning trusted news on the internet is one of the biggest challenges news consumers face today,” said Marc Lavallee, Head of Research & Development at The New York Times Company. “Combating misinformation will require the entire ecosystem—creators, publishers and platforms—to work together. This initiative lays the groundwork for doing that through open standards and protocols.”
Adobe, NYT, and Twitter are planning to kick off the initiative at a summit along with a larger group of technology and media companies over the next few months.
“Serving and enhancing global public conversation is our core mission at Twitter,” added Del Harvey, vice president of Trust & Safety at Twitter. “We’re excited to work with Adobe and The New York Times Company to find new and innovative ways to support our existing efforts. Everyone has a role to play in information quality and media literacy. Collaboration on issues as complex as this is key—we welcome the partnership.”
Companies that are interested in joining the Content Authenticity Initiative can learn more by contacting contentauthenticity@adobe.com.
