102 FEATURE provenance – the origin, authenticity and history – of online media since 2019. Efforts by researchers and engineers in the Microsoft Research team led to the development of the Authentication of Media via Provenance (AMP) system, in which a manifest for each piece of media is uploaded by a content provider to a central database. These manifests can then be quickly searched by applications such as browsers to help verify the integrity of that piece of media in the future. To build upon the AMP system, Microsoft then worked with companies including Adobe, the BBC, Truepic and others to found the Coalition for Content Authentication and Provenance (C2PA), in February 2021. Collaborating as part of C2PA, the partners developed Content Credentials, an industry standard system that follows the AMP system of creating a detailed manifest that logs any actions taken to edit or convert the media, along with a cryptographic signature to make tampering detectable. “C2PA serves as a standards body and is responsible for creating the interoperable, open technical specification for Content Credentials, guidance in its usage, and recommendations for implementation which enables organisations to use provenance technology,” says Jenks. “The organisation has grown from a handful of members in 2021 to over 250 today, including Amazon, Google, LinkedIn, Meta, OpenAI, Samsung, and many more. Microsoft is a steering committee member and continues to be active across the organisation.” Microsoft also helped to found Project Origin, an alliance of organisations from the publishing and technology sectors that are working together to create a process where the provenance of news content can be confirmed. Now an International Press Telecommunications Council project, the alliance aims to maintain confidence in news from verified providers. “Microsoft is proud to continue to support its work with media organisations and journalists worldwide,” says Jenks. Collaboration between technology and media partners will also be required to find solutions for new sources of misinformation, “ As history has taught us, we need to proactively address risks” Media providers such as the BBC are building tools to track the origin of media and help rebuild trust in reporting Photo: Youtube/Bruce MacCormack
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