Media giant Fox Corp. partnered with Polygon Labs, the team behind the Ethereum-focused layer-2 blockchain, to tackle deepfake distrust. They launched Verify, a protocol that aims to protect their IP while letting consumers verify the authenticity of content. Melody Hildebrandt, CTO of Fox Corp., said, 'Since then, government regulatory committees, publishers, and others have seen this as a viable solution to a “today problem.”’ 'And it’s important for end users, who are uncertain about whether the content they’re consuming is trustworthy or not,' said Mike Blank, COO at Polygon Labs. Blank further said that there’s an opportunity for blockchains to help establish the veracity of data and authenticate content that’s proliferating across the internet. “When you put that content on chain, you can now validate that content was created by a certain individual or brand,” said Blank.