hildebrandt

CES, Crypto, Gadgets, Media & Entertainment

Blockchain Technology: The Solution for Identifying Deepfakes and Verifying Content Authenticity

Two months ago, media giant Fox Corp. partnered with Polygon Labs, the team behind the Ethereum-focused layer-2 blockchain, to tackle deepfake distrust. Fox and Polygon launched Verify, a protocol that aims to protect their IP while letting consumers verify the authenticity of content. “When you put that content on chain, you can now validate that content was created by a certain individual or brand,” Blank said. This story was inspired by an episode of TechCrunch’s podcast Chain Reaction. Subscribe to Chain Reaction on Apple Podcasts, Spotify or your favorite pod platform to hear more stories and tips from the entrepreneurs building today’s most innovative companies.

Kira Kim
March 14, 2024

Media & Entertainment

Newsletter “Tech Insider Bulletin”

Called Verify, Fox and Polygon are pitching the protocol as a means for outlets to protect their IP while letting consumers verify the authenticity of content. “The Verify protocol establishes the origin and history of original journalism by cryptographically signing individual pieces of content on the blockchain,” Melody Hildebrandt, Fox’s CTO, told TechCrunch in an email interview. In August, Fox launched a beta version of Verify, co-developed with Polygon, to coincide with the GOP primary debate on Fox News. But Fox has released its own tool that can be used to verify uploaded images or articles (via a URL) that match assets registered with the Verify protocol. Using Verify, publishers can enforce controls to ensure that they’re properly compensated depending on how a vendor decides to implement their content.