Techniques described herein provide for cloud-based media delivery that accepts or ingests media content, transcodes it according to various media profiles to create a plurality of video files, and provides notification that at least a portion of the video files is ready for delivery. The notification can be provided using a notification Unique Resource Locator (URL), which can be provided in a request to prepare the media content for delivery. Business rules can be used to customize the cloud-based media delivery based on any of a variety of factors, such as requesting party, media type, and the like.