Traditional journalism organizations and digital-native social media networks alike face a formidable challenge – breaking through the cloud of misinformation and overcoming doubt and suspicion.

In 2019, Adobe, with its partners Twitter and The New York Times, announced the Content Authenticity Initiative to provide consumers with more information about the content they’re seeing and to help them become more discerning about media.

The CAI now collaborates with hundreds of representatives from software, publishing, and social media companies, human rights organizations, photojournalism, and academic researchers to develop content attribution standards and tools. In June, The Wall Street Journal and Reuters became the latest members of the CAI community.

Click below to listen to the latest episode of the Velocity of Content podcast.

The Content Authenticity Initiative

“It’s becoming an increasingly confusing digital media landscape out there, and consumers often have difficulty understanding where content comes from, whether it’s been manipulated – and if it has, to what degree?” explains Santiago Lyon, head of advocacy and education for the Adobe-led Content Authenticity Initiative.

“Traditionally, the approach to these problems has been detection, which is to say uploading suspect digital files to programs that look for telltale signs of manipulation,” he says.

“Instead of trying to detect what’s false, we decided to look at it from the other end of the argument, which is proving what’s real. To that end, we are working to establish the provenance of digital file types – the basic trustworthy facts about the origins of a piece of digital content,” Lyon tells me.


Author: Christopher Kenneally

Christopher Kenneally hosts CCC's Velocity of Content podcast series, which debuted in 2006 and is the longest continuously running podcast covering the publishing industry. As CCC's Senior Director, Marketing, he is responsible for organizing and hosting programs that address the business needs of all stakeholders in publishing and research. His reporting has appeared in the New York Times, Boston Globe, Los Angeles Times, The Independent (London), WBUR-FM, NPR, and WGBH-TV.
Don't Miss a Post

Subscribe to the award-winning
Velocity of Content blog