Malicious synthetic media – both deepfakes and cheapfakes – are rising in prevalence and importance. End users are rapidly losing trust in media, and their ability to tell authentic media from inauthentic has greatly diminished. This talk will cover the dangers of synthetic media in the video ecosystem, approaches to combating malicious synthetic media, and an overview of how Media Provenance techniques, as developed by the Coalition for Content Authenticity and provenance, can be utilized to provide media trust signals to end users.