Publicis is planning a worldwide ad network, reports The New York Times.

The network will utilize the digital expertise of Digitas, which Publicis acquired last year.

Ad creation may be outsourced to overseas workers, thus expected to create thousands of variations on the ad. Delivery, whether online, via mobile or on TV, will be based on an algorithm that determines what ad to show.

Publicis decided to utilized off-shore labor because of the savings it promised in the creation of so many personalized ads, a typically costly endeavor.

Increasingly niche-oriented advertising is a wave Publicis seeks to ride early. No longer content to deliver mass-reach ads, the company wants to set the industry standard for personalization.