Brokering use of media assets based on rights provided by rights holders and licensing terms requested by potential licensees. Rights include use attributes, geographic attributes, and time attributes. Use attributes include one or more parent categories of uses, such as print advertising, web promotion, etc. Each parent category includes one or more specific uses, such as magazine advertisement, newspaper advertisement, etc. Rights are obtained from rights holders and stored in a data structure that is searchable according to various rights attributes. A licensing request includes desired licensing terms, such as a specific use, time period, and geographic location. The licensing request may also reserve use for a later time and/or impose an embargo on use for a period after use. The data structure is searched for media assets whose rights encompass the desired licensing terms, such as media assets with a parent use that includes a desired specific use.