A media presentation and distribution system (MPDS) that handles rules-based presentation of non-programming media items, receives a user request (which includes user parameters) for delivery of programming media content at a first client device and transmits a media stream that includes the programming media content with a plurality of identifiers present with the programming media content. The MPDS further receives a request that includes one or more user preferences from the first client device, based on a detection of the plurality of identifiers. The MPDS further determines a set of non-programming media items for delivery to first client device based on the user parameters, targeting parameters, goals associated with a non-programming media item. The MPDS further generates rules and constraints information for non-programming media items and instructs a delivery of the set of non-programming media items and the rules and constraints information to first client device.