Twitter, Adobe, and The New York Times Company have launched a new partnership that aims to create industry standards for verifying the authenticity of content shared online. The new alliance, called Content Authenticity Initiative, seeks to develop tools for creators and publishers to ensure proper content attribution.
As part of the partnership, Adobe will develop a tool which can be used by creators and publishers to add attribution data to content they share. The goal is to permanently attach the identity of original content creators to their work so they get credit for it and give consumers a sense of authenticity of content they see online.
Regarding the new initiative, Del Harvey, Vice President of Global Trust and Safety at Twitter, said:
“Serving and enhancing global public conversation is our core mission 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.”
The initiative is set for launch at a summit and more partners including technology and media companies will be joining the alliance in the coming months. A prototype attribution system integrated in Adobe Photoshop was put on exhibit at the Adobe MAX 2019 creativity conference.