Dynamic media asset delivery is described. In embodiments, a request for a media asset can be received from a client device. A transmission rate of a communication network is determined to deliver the media asset to the client device. The client device can be monitored to determine whether the media asset is initiated for playback at the client device. The media asset is then communicated to the client device in a highest quality display format as can be delivered according to the transmission rate of the communication network and whether the media asset is initiated for playback at the client device.