A network device stores a mapping configuration to associate client type profiles with particular delivery profiles for media content and receives, from a client device, a request for a link to a content selection. The request includes a content identifier and parameters for the client device. The network device constructs, based on the parameters for the client device, a particular client type profile and maps the particular client type profile to one of the particular delivery profiles in the mapping configuration. The network device constructs a uniform resource locator (URL), based on the one of the particular delivery profiles and the content identifier, that provides the link to the content selection with formatting that is suitable for the particular client type profile and sends the URL to the client device.