{"id":875319,"date":"2022-09-29T15:08:31","date_gmt":"2022-09-29T22:08:31","guid":{"rendered":"https:\/\/www.microsoft.com\/en-us\/research\/?post_type=msr-project&#038;p=875319"},"modified":"2022-09-30T08:32:33","modified_gmt":"2022-09-30T15:32:33","slug":"project-origin","status":"publish","type":"msr-project","link":"https:\/\/www.microsoft.com\/en-us\/research\/project\/project-origin\/","title":{"rendered":"Project Origin"},"content":{"rendered":"<section class=\"mb-3 moray-highlight\">\n\t<div class=\"card-img-overlay mx-lg-0\">\n\t\t<div class=\"card-background  has-background- card-background--full-bleed\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"720\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720.jpg\" class=\"attachment-full size-full\" alt=\"Project Origin header - yellow background and torn paper\" style=\"object-position: 40% 50%\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720.jpg 1920w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720-300x113.jpg 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720-1024x384.jpg 1024w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720-768x288.jpg 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720-1536x576.jpg 1536w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720-1600x600.jpg 1600w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/ProjOrigin_header_2022-09_1920x720-240x90.jpg 240w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\t\t<\/div>\n\t\t<!-- Foreground -->\n\t\t<div class=\"card-foreground d-flex mt-md-n5 my-lg-5 px-g px-lg-0\">\n\t\t\t<!-- Container -->\n\t\t\t<div class=\"container d-flex mt-md-n5 my-lg-5 \">\n\t\t\t\t<!-- Card wrapper -->\n\t\t\t\t<div class=\"w-100 w-lg-col-5\">\n\t\t\t\t\t<!-- Card -->\n\t\t\t\t\t<div class=\"card material-md-card py-5 px-md-5\">\n\t\t\t\t\t\t<div class=\"card-body \">\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\n\n<h2 id=\"project-origin\">Project Origin<\/h2>\n\n\n\n<p>Building trust at the origin<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\n\n\n\n<div style=\"padding-bottom:64px; padding-top:64px\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h2 id=\"building-trust-at-the-origin\">Building trust at the Origin<\/h2>\n\n\n\n<p>Despite all the positives of synthetic media\u2013create expression, educational applications, assistive technologies, entertainment\u2013there\u2019s a downside. It\u2019s increasingly hard to detect, which leaves the door open for media to be altered after publication and spread as disinformation. Project Origin aims to create a measure of accountability through provenance. By certifying the source of the content like a watermark, we can safeguard against manipulation.<\/p>\n\n\n\n<p>Scroll as we explore how media has evolved\u2013and what the future will look like with <strong>Project Origin<\/strong>&#8230;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Building trust at the Origin\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/_W3Om9Xbj2k?feature=oembed&rel=0\" frameborder=\"0\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\n<div style=\"padding-bottom:0; padding-top:0\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<figure class=\"wp-block-image alignleft size-medium is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic-300x130.png\" alt=\"graphic with five gradient yellow stripes\" class=\"wp-image-876153\" width=\"150\" height=\"65\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic-300x130.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic-240x104.png 240w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic.png 462w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/figure>\n\n\n\n<h2 id=\"new-challenges-with-new-media\" class=\"has-text-align-left\">New challenges with new media<\/h2>\n\n\n\n<p class=\"has-text-align-left\">Media distribution has changed. Let\u2019s explore how disinformation has seen trust in the 20th century media eroded in the 21st century\u2013and what we\u2019re doing to address it.<\/p>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\t<div class=\"wp-block-msr-block-journey journey--numeric alignwide\" data-bi-aN=\"block-journey\">\n\t\t<span class=\"journey-circle\"><\/span>\n\t\t<ol class=\"list-style-display-numeric\">\n\t\n\t<li class=\"wp-block-msr-block-moment  \" data-bi-aN=\"block-moment\">\n\t\t\n\n<h3 id=\"a-straight-line-from-producer-to-consumer\" class=\"moment__title\">A straight line from producer to consumer<\/h3>\n\n\n\n<p>Traditional media used to be created by professionals, published or broadcast by institutional actors, and distributed to consumers, with little opportunity for manipulation in between. Because of those old closed systems for production and distribution, we could trust that what we saw and heard was what the media producer originally published.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"359\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_straight-line.jpg\" alt=\"Project Origin - graphic showing original producer to consumer sequence\" class=\"wp-image-876090\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_straight-line.jpg 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_straight-line-300x135.jpg 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_straight-line-768x345.jpg 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_straight-line-240x108.jpg 240w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption>The straight line of media from the publisher to consumer allowed for little manipulation along the way.<\/figcaption><\/figure>\n\n\t<\/li>\n\t\n\n\t<li class=\"wp-block-msr-block-moment  \" data-bi-aN=\"block-moment\">\n\t\t\n\n<h3 id=\"anything-but-a-straight-line\" class=\"moment__title\">Anything but a straight line<\/h3>\n\n\n\n<p>The internet and social media have created a vastly more decentralized distribution system for media. Content producers publish media on their own platforms, but media is often redistributed through third party publishers and millions of consumers on social media, before reaching our screens. When media gets altered in a misleading way, disinformation can spread like wildfire and erode trust.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"366\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_new-platforms.jpg\" alt=\"Project Origin - diagram showing media platforms\" class=\"wp-image-876093\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_new-platforms.jpg 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_new-platforms-300x137.jpg 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_new-platforms-768x351.jpg 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_new-platforms-240x110.jpg 240w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption>Media is now published via a myriad of platforms. Once media is published, the redistribution and spread through user networks happens at an exponential rate.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"365\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_spread.jpg\" alt=\"Project Origin - diagram showing how manipulated media can spread\" class=\"wp-image-876102\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_spread.jpg 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_spread-300x137.jpg 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_spread-768x350.jpg 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_spread-240x110.jpg 240w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption>When media is manipulated after publication (read markings), it can spread without consumers being aware.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"365\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_digital-fingerprint.png\" alt=\"Project Origin - diagram showing where media registration occurs in the process\" class=\"wp-image-876099\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_digital-fingerprint.png 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_digital-fingerprint-300x137.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_digital-fingerprint-768x350.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_digital-fingerprint-240x110.png 240w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption>As part of a publication process, new tools will register media items by creating a digital fingerprint. In return, the content creator will receive a certification of authentication, which will be stored in a tamper-proof distributed ledger with no single controlling entity. Now that certification can be embedded into a piece of media before distribution.<\/figcaption><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"365\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_compare.png\" alt=\"Project Origin - diagram showing authenticity indicator icons\" class=\"wp-image-876096\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_compare.png 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_compare-300x137.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_compare-768x350.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Media-sequence_compare-240x110.png 240w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption>Every time you consume a piece of media, the Web browser or dedicated application will automatically compare the embedded digital fingerprint of the file you\u2019re viewing with the original stored in the distributed ledger. Based on that comparison, it will display a clear indicator (the red and green seals in the picture above), allowing you to understand if what you\u2019re viewing has been tampered with.<\/figcaption><\/figure>\n\n\n\n<p><strong>Producers<\/strong>: As part of the publication process, new tools will register media items by creating a digital fingerprint. In return, the content creator will receive a certification of authentication, which will be stored in a tamper-proof distributed ledger with no single controlling entity. Now that certification can be embedded into a piece of media before distribution.<\/p>\n\n\n\n<p><strong>Consumers<\/strong>: Every time you consume a piece of media, the Web browser or dedicated application will automatically compare the embedded digital fingerprint of the file you\u2019re viewing with the original stored in the distributed ledger. Based on that comparison, it will display a clear indicator of authentication, allowing you to understand if what you\u2019re viewing has been tampered with.<\/p>\n\n\t<\/li>\n\t\n\t\t<\/ol>\n\t<\/div>\n\t\n\n\n<h2 id=\"partnering-with-content-producers\">Partnering with content producers<\/h2>\n\n\n\n<p>For the ideas above to be effective, we need broad collaboration, from content producers, to distributors, cloud providers, and application developers. The first key step is having tools for producers to authenticate their content. That\u2019s why we partnered with the BBC, the CBC \/ Radio Canada, and The New York Times, to expand the scope of <a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/www.originproject.info\" target=\"_blank\" rel=\"noreferrer noopener\">Project Origin<span class=\"sr-only\"> (opens in new tab)<\/span><\/a>. The project is also closely connected to the Trusted News initiative \/ Beyond Fake news from the BBC; see <a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/www.bbc.com\/beyondfakenews\/trusted-news-initiative\/project-origin-securing-trust-in-media#:~:text=The%20project%20was%20started%20in%202018%20by%20the,a%20reliable%2C%20effective%20system%20to%20signal%20content%20integrity.\" target=\"_blank\" rel=\"noreferrer noopener\">Project Origin: Securing Trust in Media &#8211; Beyond Fake News<span class=\"sr-only\"> (opens in new tab)<\/span><\/a>.<\/p>\n\n\n\n<p>Besides the news content producers, it is important that developers of software tools for media editing, especially at the professional level, to participate in these initiatives. That is why Project Origin is also closely connected to the <a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/contentauthenticity.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Content Authenticity Initiative<span class=\"sr-only\"> (opens in new tab)<\/span><\/a>, spearheaded by Adobe and with the support of many organizations.<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-medium is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic-300x130.png\" alt=\"five yellow stripes with gradient on white background\" class=\"wp-image-876153\" width=\"150\" height=\"65\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic-300x130.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic-240x104.png 240w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/gradient-stripes-graphic.png 462w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/figure>\n\n\n\n<p>The technical details on how to attribute and assert provenance to content to be distributed on the Internet are being developed by the <strong>Coalition for Content Provenance and Authenticity<\/strong> (<a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/c2pa.org\" target=\"_blank\" rel=\"noreferrer noopener\">C2PA<span class=\"sr-only\"> (opens in new tab)<\/span><\/a>). The founding members of C2PA include Adobe, Arm, BBC, Intel, Microsoft and Truepic. The initial C2PA specification has been recently published, and the group continues to work on expanding its capabilities. See more in <a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/erichorvitz.com\/A_Milestone_Reached_Content_Provenance.htm\" target=\"_blank\" rel=\"noreferrer noopener\">this blog<span class=\"sr-only\"> (opens in new tab)<\/span><\/a> by Dr. Eric Horvitz.<\/p>\n\n\n\n<div style=\"padding-bottom:0; padding-top:0\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<div class=\"wp-block-media-text has-vertical-margin-none  has-vertical-padding-none  is-stacked-on-mobile\" style=\"grid-template-columns:20% auto\" data-bi-an=\"media-text\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_Authenticity-Venn-diagram-icon_150x150.png\" alt=\"Project Origin - Venn diagram icon\" class=\"wp-image-876087 size-full\" \/><\/figure><div class=\"wp-block-media-text__content\" data-bi-an=\"media-text\">\n<h3 id=\"authenticity-starts-here\">Authenticity starts here<\/h3>\n\n\n\n<p>Project Origin has already taken a significant first step towards establishing a formal industry standard: the Coalition for Content Provenance and Authenticity, but there&#8217;s more to do.<\/p>\n\n\n\n<p><strong>The Coalition for Content Provenance and Authenticity (<\/strong><a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/c2pa.org\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>C2PA<\/strong><span class=\"sr-only\"> (opens in new tab)<\/span><\/a><strong>) will only work when it\u2019s widely adopted.<\/strong><\/p>\n\n\n\n<p>Help us spread the word.<\/p>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30px\">\n<figure class=\"wp-block-image size-thumbnail is-resized\"><a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/x.com\/intent\/tweet?text=Project%20Origin&url=https%3A%2F%2Fwww.microsoft.com%2Fen-us%2Fresearch%2F%3Fpost_type%3Dmsr-project%26p%3D875319%3Fpost_type%3Dmsr-project%26p%3D875319%26secret%3DWyWxTZ\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2016\/11\/Twitter_Logo_Blue-e1549549993248-150x150.png\" alt=\"Twitter icon\" class=\"wp-image-323627\" width=\"25\" height=\"25\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2016\/11\/Twitter_Logo_Blue-e1549549993248-150x150.png 150w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2016\/11\/Twitter_Logo_Blue-e1549549993248-180x180.png 180w\" sizes=\"(max-width: 25px) 100vw, 25px\" \/><span class=\"sr-only\"> (opens in new tab)<\/span><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30px\">\n<figure class=\"wp-block-image size-full\"><a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.microsoft.com%2Fen-us%2Fresearch%2F%3Fpost_type%3Dmsr-project%26p%3D875319%3Fpost_type%3Dmsr-project%26p%3D875319%26secret%3DWyWxTZ\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"24\" height=\"24\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2016\/02\/cyl-facebook-24x24.png\" alt=\"Facebook icon\" class=\"wp-image-192923\" \/><span class=\"sr-only\"> (opens in new tab)<\/span><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30px\">\n<figure class=\"wp-block-image size-full is-resized\"><a class=\"msr-external-link glyph-append glyph-append-open-in-new-tab glyph-append-xsmall\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https%3A%2F%2Fwww.microsoft.com%2Fen-us%2Fresearch%2F%3Fpost_type%3Dmsr-project%26p%3D875319%3Fpost_type%3Dmsr-project%26p%3D875319%26secret%3DWyWxTZ&title=Project%20Origin&summary=Project%20Origin&source=Microsoft%20Research\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2016\/02\/azure-linkedin-logo_38px.png\" alt=\"LinkedIn icon\" class=\"wp-image-179764\" width=\"25\" height=\"25\" \/><span class=\"sr-only\"> (opens in new tab)<\/span><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:30px\"><\/div>\n<\/div>\n<\/div><\/div>\t\t<\/div>\n\t<\/div>\n\n\t<img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"496\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background.png\" class=\"wp-block-msr-immersive-section__background-image\" alt=\"Project Origin - yellow block background\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background.png 1920w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-300x93.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-1024x317.png 1024w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-768x238.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-1536x476.png 1536w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-240x74.png 240w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/div>\n\n\n\n<h2 id=\"learn-more\">Learn more<\/h2>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9.jpg\" alt=\"Project Origin - Tech Minutes video - man with glasses speaking\" class=\"wp-image-876057\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9.jpg 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9-300x169.jpg 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9-768x432.jpg 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9-655x368.jpg 655w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9-343x193.jpg 343w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9-240x135.jpg 240w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_TechMinutes_video_16-9-640x360.jpg 640w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 id=\"tech-minutes-project-origin-and-amp\">Tech Minutes \u2013 Project Origin and AMP<\/h4>\n\n\n\n<p>Paul England covers Project Origin and AMP, a system that ensures the authentication of media via certifying provenance.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button alignleft is-style-cta\"><a aria-label=\"Play the video\" data-bi-type=\"button\" class=\"wp-block-button__link\" href=\"https:\/\/youtu.be\/fKYwHPGRric\" target=\"_blank\" rel=\"noreferrer noopener\">Play the video<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9.png\" alt=\"Project Origin - graphic showing three icon circles on a stiped background\" class=\"wp-image-876060\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9.png 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9-300x169.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9-768x432.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9-655x368.png 655w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9-343x193.png 343w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9-240x135.png 240w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_technical-deepdive_16-9-640x360.png 640w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 id=\"project-origin-technical-deep-dive\">Project Origin technical deep dive<\/h4>\n\n\n\n<p>Discover the technical layers of Project Origin and <a href=\"https:\/\/www.microsoft.com\/en-us\/research\/project\/amp-authentication-of-media-via-provenance\/\" target=\"_blank\" rel=\"noreferrer noopener\">AMP&#8211;Authentication of Media via Provenance<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-cta\"><a aria-label=\"Learn more about AMP - Authentication of Media via Provenance\" data-bi-type=\"button\" class=\"wp-block-button__link\" href=\"https:\/\/www.microsoft.com\/en-us\/research\/project\/project-origin\/technical-deep-dive\/\">Learn more<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9.jpg\" alt=\"Project Origin - side by side images comparing authenticity\" class=\"wp-image-876054\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9.jpg 800w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9-300x169.jpg 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9-768x432.jpg 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9-655x368.jpg 655w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9-343x193.jpg 343w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9-240x135.jpg 240w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin_combat-disinformation_16-9-640x360.jpg 640w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 id=\"latest-news-about-project-origin\">Latest news about Project Origin<\/h4>\n\n\n\n<p>Learn more about new steps to combat disinformation.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-cta\"><a aria-label=\"Read the blog on disinformation\" data-bi-type=\"button\" class=\"wp-block-button__link\" href=\"https:\/\/blogs.microsoft.com\/on-the-issues\/2020\/09\/01\/disinformation-deepfakes-newsguard-video-authenticator\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read the blog<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n\n\n<h2 id=\"explore-the-tech-behind-project-origin\">Explore the tech behind Project Origin<\/h2>\n\n\n\n<p>These days it\u2019s hard to distinguish synthesized or manipulated media from real content. Some of this is due to the breakneck speed of how social media operates but it also has to do with how good these \u201cfakes\u201d really are. To the naked eye synthetic media is almost indiscernible. Ironically, AI itself \u2013 the very technology that is making it easier to manipulate media \u2013 won\u2019t be able to detect it either \u2013 casting a shadow of doubt on the legitimacy of what we see or hear.<\/p>\n\n\n\n<p>One promising direction is to provide viewers with reliable information about the source or&nbsp;<em>provenance<\/em>&nbsp;of a media object through a verifiable and trustworthy media authentication service. Project Origin has been created for this effort: an alliance of leading organizations from the publishing and technology worlds working together to create a process where the provenance and technical integrity of content can be confirmed. Establishing a chain of trust from the publisher to the consumer. This would allow consumers to make informed decisions about a media object\u2019s trustworthiness. For example, knowing the source of a news item lets a consumer know that the work meets the publisher\u2019s editorial standards.<\/p>\n\n\n\n<div style=\"padding-bottom:0; padding-top:0\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<div class=\"wp-block-media-text has-vertical-margin-none  has-vertical-padding-none  is-stacked-on-mobile\" style=\"grid-template-columns:20% auto\" data-bi-an=\"media-text\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"239\" height=\"256\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/amp-illustration.89f933d9.png\" alt=\"Origin AMP illustration\" class=\"wp-image-877410 size-full\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/amp-illustration.89f933d9.png 239w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/amp-illustration.89f933d9-168x180.png 168w\" sizes=\"(max-width: 239px) 100vw, 239px\" \/><\/figure><div class=\"wp-block-media-text__content\" data-bi-an=\"media-text\">\n<h2 id=\"this-is-technically-possible-through-a-system-called-authentication-of-media-via-provenance-amp\" class=\"has-text-align-right\">This is technically possible through a system called Authentication of Media via Provenance (AMP).<\/h2>\n\n\n\n<p class=\"has-text-align-right\">AMP allows media publishers to certify content at the time of capture or publication. AMP also allows publishers to add tamper-proof metadata: for example, GPS coordinates or a name for a video clip. We use the term&nbsp;<em>manifest<\/em>&nbsp;for the digitally signed tamper-protected digital envelope for the media and metadata. AMP manifests can be used on their own or can be registered with a public or permissioned ledger (blockchain) service such that provided by the Confidential Consortium Framework (CCF), for the upmost trust and transparency.<\/p>\n\n\n\n<p class=\"has-text-align-right\">We expect that manifest checking could be built into web sites, browser, and social media applications to allow user to be better informed about the media that they are viewing.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-right is-content-justification-right is-layout-flex wp-container-core-buttons-is-layout-4 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button alignright is-style-cta\"><a aria-label=\"More about AMP - Authentication of Media via Provenance\" data-bi-type=\"button\" class=\"wp-block-button__link\" href=\"https:\/\/www.microsoft.com\/en-us\/research\/project\/amp-authentication-of-media-via-provenance\/\" target=\"_blank\" rel=\"noreferrer noopener\">More about AMP<\/a><\/div>\n\n\n\n<div class=\"wp-block-button alignright is-style-cta\"><a aria-label=\"More about Confidential Consortium Framework (CCF)\" data-bi-type=\"button\" class=\"wp-block-button__link\" href=\"https:\/\/www.microsoft.com\/en-us\/research\/theme\/confidential-computing\/\" target=\"_blank\" rel=\"noreferrer noopener\">More about CCF<\/a><\/div>\n<\/div>\n<\/div><\/div>\t\t<\/div>\n\t<\/div>\n\n\t<img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"496\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background.png\" class=\"wp-block-msr-immersive-section__background-image\" alt=\"Project Origin - yellow block background\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background.png 1920w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-300x93.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-1024x317.png 1024w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-768x238.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-1536x476.png 1536w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/yellow-block-background-240x74.png 240w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/div>\n\n\n\n<div style=\"padding-bottom:32px; padding-top:32px\" class=\"wp-block-msr-immersive-section alignfull row has-background has-dark-gray-background-color has-text-color has-white-color wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<h2 id=\"amp-system-overview\">AMP system overview<\/h2>\n\n\n\n<p>The following diagram shows how AMP integrates into an existing capture, production, distribution, and rendering pipeline: a content provider uses an AMP-enabled service &#8211; or AMP Authoring Tools &#8211; to create signed manifests at one or several points in the pipeline. The manifests can authenticate the media as original work or can indicate that a media object was edited and assembled from earlier work (from the same or from other publishers.)<\/p>\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1099\" height=\"573\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin-architecture-diagram.44c3ce4f.png\" alt=\"Origin architecture diagram\" class=\"wp-image-877413\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin-architecture-diagram.44c3ce4f.png 1099w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin-architecture-diagram.44c3ce4f-300x156.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin-architecture-diagram.44c3ce4f-1024x534.png 1024w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin-architecture-diagram.44c3ce4f-768x400.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/Origin-architecture-diagram.44c3ce4f-240x125.png 240w\" sizes=\"(max-width: 1099px) 100vw, 1099px\" \/><figcaption>Project Origin architecture diagram<\/figcaption><\/figure>\n\n\n\n<p>The AMP manifests can be embedded in the media objects themselves or can be uploaded to one or more databases. AMP manifests can also be registered on the AMP ledger service.<\/p>\n\n\n\n<p>The manifests can either be created locally by the publisher using AMP tools, or manifest creation can be integrated into a cloud-hosted media distribution workflow.<\/p>\n\n\n\n<p>In some scenarios, media follows from publisher to consumer without changes. However, increasingly, media is shared on social media, and these platforms and services transform and optimize the media to support differing device, screen, and network conditions. For example, video can be encoded for a range of screen sizes and resolutions, and a variety of network conditions. In this case, the transformed video must be re-authenticated \u2013 either by the original publisher, or by the social media platform.<\/p>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\n<div style=\"padding-bottom:32px; padding-top:32px\" class=\"wp-block-msr-immersive-section alignfull row has-background has-dark-gray-background-color has-text-color has-white-color wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper col-lg-11 col-xl-9 px-0 m-auto\">\n\t\t\t<h2 id=\"amp-manifests\">AMP manifests<\/h2>\n\n\n\n<p>The manifest is the central data structure in AMP. It authenticates media objects (including various cryptographic hashes of their encodings) and binds them to their publisher-provided metadata. Manifests support simple media objects, streaming media, progressive download, and adaptive bitrate streaming.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>AMP manifests allow any metadata to be embedded. The metadata can be simple text or binary data (for example, a JPG thumbnail.) AMP manifests can also be used to protect exiting metadata tags, such as EXIF.<\/li><li>A manifest can also record the attribution of derived works through \u201cback-pointers\u201d to one or more source objects, as well as descriptions of how the original works were transformed.<\/li><li>AMP manifests can be distributed with the media files themselves or stored in centralized or distributed databases.<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"938\" height=\"181\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-diagram.png\" alt=\"Origin AMP manifest diagram\" class=\"wp-image-877416\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-diagram.png 938w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-diagram-300x58.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-diagram-768x148.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-diagram-240x46.png 240w\" sizes=\"(max-width: 938px) 100vw, 938px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 id=\"authoring-tools-and-cloud-services\">Authoring tools and cloud services<\/h2>\n\n\n\n<p>People use tools to create images and videos. These tools range from a camera app on a cellphone, to sophisticated image and video editing apps. An individual might then share the media objects using a social media app or services; a news organization might use Azure Media Services to process the video for publication on the web. Existing tools allow people and organizations to add tags and other metadata but resulting media tags and objects can easily be changed in misleading ways.<\/p>\n\n\n\n<p>Future tools will be enhanced with AMP technology to use create cryptographically protected manifests for media objects and their tags so that users know exactly where media comes from and who processed it. Note that AMP does not&nbsp;<em>stop<\/em>&nbsp;people changing the tags or imagery, but it does let consumers know that changes have been made.<\/p>\n\n\n\n<h2 id=\"amp-clients\">AMP clients<\/h2>\n\n\n\n<p>People view media using web sites and apps. AMP-enhanced players and services will compare media object with the associated manifests to see if the video is unchanged. If the manifest is properly signed, and the video fingerprints in the manifest match the video being played, then the publisher and tags will be displayed (perhaps behind an \u201cinfo\u201d button or icon.) If the video does not match the manifest or the signature is invalid a warning may be given.<\/p>\n\n\n\n<p>It will take time before the majority of Internet media is protected using AMP, but we hope that journalists and news organizations will take the lead towards increasing the trustworthiness of media on the web.<\/p>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\n<div style=\"padding-bottom:32px; padding-top:32px\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<h2 id=\"anatomy-of-the-amp-manifest\">Anatomy of the AMP manifest<\/h2>\n\n\n\n<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p><strong>Media binding<\/strong><\/p>\n\n\n\n<p>In addition to metadata, AMP manifests authenticate media objects; we call this&nbsp;<em>media binding<\/em>. AMP supports a variety of ways to authenticate media.<\/p>\n\n\n\n<p>The simplest technique uses cryptographic hashing: a technique for producing a short \u201cfingerprint\u201d for a document, with the characteristic that it is extremely unlikely that any other document hashes to the same value. With it, even the tiniest change to a media will result in a different fingerprint: this is good &#8211; because impossible for an attacker to create content that matches the manifest but is not the original \u2013 but also bad \u2013 because transformations like recompressing without changing the meaning or appearance will break the binding between the content and the manifest. An alternative to cryptographic hashing is called soft hashing: a fingerprint for a media object that survives modest changes \u2013 like recompression.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"195\" height=\"195\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-fingerprint-icon.png\" alt=\"AMP manifest fingerprint icon\" class=\"wp-image-877479\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-fingerprint-icon.png 195w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-fingerprint-icon-150x150.png 150w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-fingerprint-icon-180x180.png 180w\" sizes=\"(max-width: 195px) 100vw, 195px\" \/><\/figure>\n<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\n<div style=\"padding-bottom:32px; padding-top:32px\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"195\" height=\"195\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-download-icon.png\" alt=\"AMP manifest download icon\" class=\"wp-image-877476\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-download-icon.png 195w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-download-icon-150x150.png 150w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-download-icon-180x180.png 180w\" sizes=\"(max-width: 195px) 100vw, 195px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p><strong>AMP manifests and streaming media<\/strong><\/p>\n\n\n\n<p>In the past, media files had to be downloaded in their entirety before they could be played. Modern video delivery is far more sophisticated: modern video codecs and players start after a few seconds of download \u2013 the user does not wait for the entire file download before playing it.<\/p>\n\n\n\n<p>AMP supports streaming authentication to complement streaming delivery and playback. In addition to the manifest containing the hash of the entire video file, it also includes an array of hashes of short segments. Different codecs and network transport layers are best served by different chunking schemes, but all chunking schemes allow authentication to begin after a few seconds of video has been downloaded.<\/p>\n<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\n<div style=\"padding-bottom:32px; padding-top:32px\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p><strong>Adaptive bit rate video<\/strong><\/p>\n\n\n\n<p>Another innovation in modern video delivery is called Adaptive Bitrate Streaming (ABR) \u2013 for example, MPEG-DASH. ABR lets a publisher or platform create a set of video files optimized for different players, screen sizes\/resolutions, and network conditions. For example, a publisher can create a video to be played on a 4K connected TV, and another version for a mobile device on cellular network. Smart web pages and apps can pick the stream that matches the screen and current network conditions and can even dynamically switch between streams as network conditions change.<\/p>\n\n\n\n<p>AMP supports ABR very similarly to the JPG image facsimiles introduced earlier. Each video is treated as a facsimile of the original, and the manifest contains bindings (chunk-hashes) for all versions of the video produced by the publisher.<\/p>\n\n\n\n<p>We use the term&nbsp;<em>facsimile&nbsp;to describe a video (or image) that is a simple re-encoding of an original. An AMP manifest can authenticate any number of facsimiles of a video that the publisher deems equivalent.<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"195\" height=\"195\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-video-icon.png\" alt=\"AMP manifest video bit rate icon\" class=\"wp-image-877482\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-video-icon.png 195w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-video-icon-150x150.png 150w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-video-icon-180x180.png 180w\" sizes=\"(max-width: 195px) 100vw, 195px\" \/><\/figure>\n<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\n<div style=\"padding-bottom:32px; padding-top:32px\" class=\"wp-block-msr-immersive-section alignfull row wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<div class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:20%\">\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"195\" height=\"195\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-cut-icon.png\" alt=\"AMP manifest media trim icon\" class=\"wp-image-877473\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-cut-icon.png 195w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-cut-icon-150x150.png 150w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/AMP-manifest-cut-icon-180x180.png 180w\" sizes=\"(max-width: 195px) 100vw, 195px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:80%\">\n<p><strong>AMP and derived works<\/strong><\/p>\n\n\n\n<p>In some cases, the media being authenticated is original. In other cases, editing and production tools are used to assemble new images, audio, or video from earlier works. Examples of such derived works include applying a blurring filter to an image or editing together several video clips to produce a news story.<\/p>\n\n\n\n<p>AMP manifests can authenticate original works, but can also indicate that content was assembled from other works. An AMP Transformation Manifest can be used with \u201cback pointers\u201d to indicate the source works that were used to create a derived work, as well as the transformations applied (e.g., clipping, cropping, addition of captions, etc.)<\/p>\n<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\n\n\n<div style=\"padding-bottom:0; padding-top:0\" class=\"wp-block-msr-immersive-section alignfull row has-background has-dark-gray-background-color has-text-color has-white-color wp-block-msr-immersive-section\">\n\t\n\t<div class=\"container\">\n\t\t<div class=\"wp-block-msr-immersive-section__wrapper\">\n\t\t\t<div class=\"wp-block-media-text has-vertical-margin-small  has-vertical-padding-none  has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 20%\" data-bi-an=\"media-text\"><figure class=\"wp-block-media-text__media\"><video controls src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/conclusion-decoration.73822746.mp4\"><\/video><\/figure><div class=\"wp-block-media-text__content\" data-bi-an=\"media-text\">\n<h2 id=\"conclusion\">Conclusion<\/h2>\n\n\n\n<p>The proposed AMP media provenance certification and verification system can only be successful if it becomes a widely adopted industry standard. Thus, we are forming a partnership with media organizations and additional technology providers. We plan to put this collaboration on a formal footing with the formation of an industry alliance similar to the Alliance for Open Media. Other companies can join, either as active contributors or supporters. A key goal of such an effort should be to promote the development of an open standard, to motivate fast adoption.<\/p>\n\n\n\n<p>The implementation of an AMP system can be a significant step in increasing trust in media, while protecting viewers and publisher.<\/p>\n<\/div><\/div>\t\t<\/div>\n\t<\/div>\n\n\t<img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"167\" src=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/dark-banded-background.png\" class=\"wp-block-msr-immersive-section__background-image\" alt=\"dark black brown banded background strip\" style=\"object-position: 10% 10%\" srcset=\"https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/dark-banded-background.png 1920w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/dark-banded-background-300x31.png 300w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/dark-banded-background-1024x107.png 1024w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/dark-banded-background-768x80.png 768w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/dark-banded-background-1536x160.png 1536w, https:\/\/www.microsoft.com\/en-us\/research\/uploads\/prod\/2022\/09\/dark-banded-background-240x25.png 240w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Project Origin aims to create a measure of accountability through provenance. By certifying the source of the content like a watermark, we can safeguard against manipulation.<\/p>\n","protected":false},"featured_media":876066,"template":"","meta":{"msr-url-field":"","msr-podcast-episode":"","msrModifiedDate":"","msrModifiedDateEnabled":false,"ep_exclude_from_search":false,"footnotes":""},"research-area":[13551,13558],"msr-locale":[268875],"msr-impact-theme":[261676],"msr-pillar":[],"class_list":["post-875319","msr-project","type-msr-project","status-publish","has-post-thumbnail","hentry","msr-research-area-graphics-and-multimedia","msr-research-area-security-privacy-cryptography","msr-locale-en_us","msr-archive-status-active"],"msr_project_start":"","related-publications":[],"related-downloads":[],"related-videos":[],"related-groups":[],"related-events":[],"related-opportunities":[],"related-posts":[],"related-articles":[],"tab-content":[],"slides":[],"related-researchers":[{"type":"user_nicename","display_name":"Paul England","user_id":33226,"people_section":"Core research team","alias":"pengland"},{"type":"user_nicename","display_name":"Eric Horvitz","user_id":32033,"people_section":"Core research team","alias":"horvitz"},{"type":"user_nicename","display_name":"Kevin Kane","user_id":32554,"people_section":"Core research team","alias":"kkane"},{"type":"user_nicename","display_name":"Rico Malvar","user_id":32786,"people_section":"Core research team","alias":"malvar"},{"type":"user_nicename","display_name":"Jay Stokes","user_id":32427,"people_section":"Core research team","alias":"jstokes"},{"type":"guest","display_name":"Ben Bunker","user_id":876633,"people_section":"Collaborators","alias":""},{"type":"user_nicename","display_name":"Andrew Jenks","user_id":42177,"people_section":"Collaborators","alias":"ajenks"},{"type":"user_nicename","display_name":"Jay Li","user_id":42189,"people_section":"Collaborators","alias":"jiayali"}],"msr_research_lab":[199565],"msr_impact_theme":["Trust"],"_links":{"self":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-project\/875319"}],"collection":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-project"}],"about":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/types\/msr-project"}],"version-history":[{"count":73,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-project\/875319\/revisions"}],"predecessor-version":[{"id":882216,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-project\/875319\/revisions\/882216"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/media\/876066"}],"wp:attachment":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/media?parent=875319"}],"wp:term":[{"taxonomy":"msr-research-area","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/research-area?post=875319"},{"taxonomy":"msr-locale","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-locale?post=875319"},{"taxonomy":"msr-impact-theme","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-impact-theme?post=875319"},{"taxonomy":"msr-pillar","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-pillar?post=875319"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}