CANNES, France — “We’re trying to be the data layer for the new era of creativity in tech,” according to Deborah Hall, according to Deborah Hall, who co-founded Toronto-based Performance Content Group late last year.

According to Hall, programmatically-traded online ad spots can be informed by social and mobile audience cues just as much as by conventional targeting characteristics.

“We can get so much audience data out of the social graph and use it across channels,” she says. “We can leverage what works on Twitter on programmatic platforms. We can layer beacon data with social data in new ways to prove brands an understanding.”

Performance Content Group’s technology integrates with Twitter and media agencies’ programmatic platforms.

She spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.