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. And since then, government regulatory committees, publishers and others have seen this as a viable solution to a “today problem,” Melody Hildebrandt, CTO of Fox Corp., said on TechCrunch’s Chain Reaction podcast.