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Adobe, NYT, Twitter Launch Content Authenticity Initiative Share This on LinkedIn   Tweet This   Forward This

5 November 2019

At Adobe MAX today, Adobe announced it has partnered with the New York Times and Twitter to launch the Content Authenticity Initiative. The opt-in system will allow creators and publishers to securely attach attribution data to content they choose to share and publish.

"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, Adobe.

'It is critical for technology and media companies to come together now in order to empower consumers to better evaluate and understand content online.'

"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 Co. 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."

The framework allows authors to verify their content to receive proper attribution and provides consumers with an attribution trail to validate the authenticity of the content they're consuming.

Adobe demonstrated a prototype of its content attribution technology embedded in Photoshop at Adobe MAX, the world's largest creativity conference.

"Discerning trusted news on the Internet is one of the biggest challenges news consumers face today," said Marc Lavallee, head of research and development at the New York Times Co. "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."

"Serving and enhancing global public conversation is our core mission at Twitter," said Del Harvey, vice president of global trust and safety, Twitter. "We're excited to work with Adobe and The New York Times Co. 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 interested in participating in the Content Authenticity Initiative can learn more at http://www.adobe.com/go/content-authenticity or contact contentauthenticity@adobe.com.


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