{"id":1911,"date":"2024-11-05T09:42:20","date_gmt":"2024-11-05T09:42:20","guid":{"rendered":"https:\/\/decade.ac.uk\/?page_id=1911"},"modified":"2024-12-09T10:38:02","modified_gmt":"2024-12-09T10:38:02","slug":"media-provenance","status":"publish","type":"page","link":"https:\/\/decade.ac.uk\/media-provenance\/","title":{"rendered":"Media Provenance"},"content":{"rendered":"\t\t
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MEDIA PROVENANCE<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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DECaDE researchers study the decentralised economy through the lens of the creative industries \u2013 among the earliest sectors to transition to a decentralised model of content creation and consumption.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Mainstream social media platforms such as Facebook, X, or Instagram are controlled and rely on a single service provider, resulting in users of these \u2018centralised\u2019 platforms giving providers significant trust in controlling their data. In this creative supply chain, the issues of media provenance are paramount.<\/p>

Along with the incredible advances in generative AI, it is vital that people are able to make informed decisions about the authenticity of content. DECa<\/span>DE has contributed tools to trace provenance facts, such as who made an image and how, to help users make those trust decisions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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DECaDE\u2019s research collaboration with Adobe and the Content Authenticity Initiative has helped accelerate the pace of innovation in media provenance technology. We\u2019re excited to continue to work together on authenticity and value creation as we bring the creative economy of the future to life.\u201d<\/h4>\nAndy Parsons<\/strong>\n\nSr. Dir. Content Authenticity Initiative, Adobe.<\/strong><\/b>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Research Highlights<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Helping to fight fake news<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tDECaDE\u2019s innovative research alongside our commercial partners, has developed into patents and is used in products protecting users against misinformation.<\/strong>\n\nDECaDE researchers have;\n
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  • Contributed to the Coalition for Content Provenance and Authenticity (C2PA) a cross standards group for media provenance. The team have combined AI and Distributed Ledger Technology to solve the key weakness of metadata; that it is easily stripped from its assets including by all social media platforms.<\/li>\n \t
  • Developed fingerprinting and invisible watermarking algorithms, in collaboration with the Adobe-led- Content Authenticity Initiative, to help match content stripped of its metadata.<\/li>\n \t
  • Co-developed TrustMark watermarking technology with Adobe, which has been open sourced under MIT Licence enabling commercial use to help drive adoption. The same technology can also be used to trace where our AI data is trained on, so that we can ensure it is safe.<\/li>\n<\/ul>\nDECaDE believes in safeguarding the data supply chain that underpin our future digital platforms.<\/strong>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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