“For publishers, content is their product.”
Yes. But this does not indicate integrity of a copyrighted article, for example, is what is being monitored.
It is monitoring information, not piracy.
“C2PA member organizations will work together to develop content provenance specifications for common asset types and formats to enable publishers, creators and consumers to trace the origin and evolution of a piece of media, including images, videos, audio and documents. These technical specifications will include defining what information is associated with each type of asset, how that information is presented and stored, and how evidence of tampering can be identified.”