A video to be encoded to a plurality of different target encodings for bandwidth adaptive serving is received. The video is encoded into a plurality of different candidate encodings using different candidate encoding parameters. A quality metric is determined for each of the plurality of different candidate encodings. One or more different target quality metrics are selected for a first portion of the different target encodings based at least in part on one or more specified constraints for one or more target devices. One or more different target quality metrics are selected for a second portion of the different target encodings based at least in part on the determined quality metrics of the different candidate encodings. Based at least in part on the selected different target quality metrics for the first portion and the second portion, the plurality of different target encodings of the video is generated.