The 4As Guide to Content Provenance

In response to the rise of concerns around digitally altered or created content, the 4As recognizes the need for an industrywide content provenance standard.

As the primary U.S. trade organization serving more than 600 advertising agencies, we are paying close attention to developments in this space. We have been working with member agency representatives for the past several months to examine the issue and explore the industry’s needs and concerns. We believe this complex and nuanced topic with multi-layered considerations for agencies requires a broad, industrywide engagement to uncover effective solution(s).

We invite you to review a summary of our findings, explore the critical considerations necessary for a practical and scaled system, and determine what role – if any – you and your organization would like to play in helping to develop the ultimate solution.