Thirdpresence use of knowledge graphs: to harmonize and to link structured and unstructured contextual data points, for the purpose of creating programmatic advertising industry-specific taxonomies.
In other words, a knowledge graph is a programmatic way to model a knowledge domain with the help of subject-matter experts, data interlinking, and machine learning algorithms.
Knowledge graph uses the relationships between words and concepts to understand the context of a query and to assign specific meaning to data intents.
Connecting contextual datasets in a meaningful way helps advertisers, and (above all) programmatic platforms, such as DSP and DMPs, to gain meaningful reflection-points with the target audiences.