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ownershipFundingInfo
ownershipFundingInfo · Optional
Appears in
What is it?
ownershipFundingInfo points to or describes an organization's ownership structure and funding sources. It accepts a URL linking to a dedicated disclosure page, a text description, or a CreativeWork or AboutPage object. The field originated with the Trust Project's initiative to help news organizations disclose who owns them and how they are funded, but schema.org applies it more broadly to any organization.
Why this matters for AEO
AI answer engines evaluate E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) when deciding which sources to surface in responses. Ownership and funding transparency is a direct trust signal. When an AI system assesses whether to cite an organization's content in a factual answer, it considers whether the organization has disclosed potential conflicts of interest. A machine-readable ownershipFundingInfo link tells these systems that a disclosure page exists and provides a path to the content that confirms editorial independence or funding sources. For news organizations, media companies, and research institutions, this field supports credibility in AI-generated answer attribution.
What the specs say
Schema.org:ownershipFundingInfo expects an AboutPage, CreativeWork, Text, or URL. For an Organization (often but not necessarily a NewsMediaOrganization), a description of organizational ownership structure; funding and grants. This is a sub-property of publishingPrinciples. The range includes Organization and NewsMediaOrganization. [Source: https://schema.org/ownershipFundingInfo]
Google: Not mentioned in Google's structured data documentation for Organization. The field is part of the Trust Project's extended schema properties for news media. [Source: https://developers.google.com/search/docs/appearance/structured-data/organization]
How to find your value
Create a dedicated page on your site that discloses:
- Who owns the organization (individuals, corporations, investors, or public ownership)
- How it is funded (subscriptions, advertising, grants, private equity, government funding)
- Any relevant conflicts of interest or editorial independence policies
The URL of this page is the most common value for ownershipFundingInfo. News organizations often place this at /about/ownership or /about/funding. Non-news organizations can use an existing "About" or "Investors" page if it contains relevant ownership and funding information.
Format and code
URL (most common):
{
"@context": "https://schema.org",
"@type": "NewsMediaOrganization",
"name": "The Guardian",
"url": "https://theguardian.com",
"ownershipFundingInfo": "https://www.theguardian.com/info/2023/sep/01/the-scott-trust"
}
AboutPage object (richer, with page description):
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "ProPublica",
"url": "https://propublica.org",
"ownershipFundingInfo": {
"@type": "AboutPage",
"url": "https://www.propublica.org/about/",
"name": "About ProPublica",
"description": "ProPublica is an independent, nonprofit newsroom that produces investigative journalism in the public interest."
}
}
Text (inline description, no separate page):
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Wikipedia Foundation",
"url": "https://wikimediafoundation.org",
"ownershipFundingInfo": "The Wikimedia Foundation is a nonprofit organization funded primarily through reader donations and grants. It is governed by a volunteer board of trustees."
}
Combined with publishingPrinciples (common for news organizations):
{
"@context": "https://schema.org",
"@type": "NewsMediaOrganization",
"name": "Reuters",
"url": "https://reuters.com",
"publishingPrinciples": "https://www.reuters.com/editorial-standards-policies/",
"ownershipFundingInfo": "https://www.reuters.com/about/",
"diversityPolicy": "https://www.reuters.com/careers/diversity-inclusion/",
"ethicsPolicy": "https://handbook.reuters.com/index.php/Reuters_Trust_Principles"
}
Webflow implementation
Static pages
Add the JSON-LD in Page Settings > Custom Code on your homepage or about page. The ownership disclosure URL is static for most organizations. Update when ownership or funding structure changes materially.
CMS template pages
For sites with a CMS-managed organization profile, store the ownershipFundingInfo URL as a URL field in your settings collection and output it in a JSON-LD embed.
In Schema HQ
ownershipFundingInfo supports as a URL or text value within the Organization schema editor. Enter the URL of your ownership disclosure page.
Real examples
{
"@context": "https://schema.org",
"@type": "NewsMediaOrganization",
"name": "NPR",
"url": "https://npr.org",
"legalName": "National Public Radio, Inc.",
"ownershipFundingInfo": "https://www.npr.org/about-npr/179876898/public-radio-finances",
"publishingPrinciples": "https://www.npr.org/ethics/",
"actionableFeedbackPolicy": "https://www.npr.org/corrections/"
}
Related fields
FAQ
Is ownershipFundingInfo only for news organizations?
No. Schema.org defines it for any Organization. News and media organizations use it most frequently because of Trust Project adoption, but any organization with a public ownership or funding disclosure benefits from including it.
Does this field require creating a new page?
Not necessarily. If your existing "About" or "Investors" page already describes ownership structure and funding sources, that URL is sufficient. If no such page exists, creating a dedicated disclosure page is the recommended approach before adding this field.
How does this field relate to E-E-A-T?
Google's Quality Rater Guidelines specifically identify transparency about authorship, ownership, and funding as a trust signal. While Google has not documented ownershipFundingInfo as a ranked signal, making this information machine-readable supports the broader goal of demonstrating organizational transparency that E-E-A-T evaluates.
