Imagine​ having a flight data recorder attached to every news article. It contains an immutable record of the article's production and provenance — everything you need to know professionally of its writer, editors and publisher. Who owns that newspaper, website or magazine. When the website itself was first launched. Where, when and how the article was distributed across digital channels.

Now​ imagine serving these records, dynamically, to news distributors, aggregators and analysts. Social networks can finally flag fake news at its source and prevent the spread of misinformation. Search engines can surface deserving local and independent media outlets who have, until now, fought for "shelf space" against legacy institutions.

With this data, news apps will refine their recommendation engines to increase user engagement. Nonprofits, NGOs and researchers in the media-trust space will work more efficiently. Media agencies and programmatic platforms will improve brand protection. This technology can bolster press freedom and transparency in regions where the media are under governmental threat.

By mapping the news business in the manner of a supply chain, Pressland is creating something new that's urgently needed: a fundamental layer of trustworthy data for the media.