TELEVISIONATION – Swedlow Show – Michael Vinson on the New ARF Paper on Identity Resolution

March 31, 2025

This interview focuses on Michael Vinson, Chief Research Officer at Comscore, and his take and involvement in the newly released guide from the ARF Identity Resolution Working Group. The conversation unpacks the complexities of identity resolution (IDR)—a foundational element in media measurement and advertising that links media exposure to individuals.

Vinson discusses why choosing the right unit of analysis—individual, household, geography, or cohort—matters deeply for matching quality, targeting precision, and campaign success. He also introduces machine learning metrics like precision and recall to evaluate IDR accuracy and explains how match topology and temporal stability shape resolution outcomes.

There is much to be understood and still developed, but this is a great platform for discussion to look at the state of Measurement.