1. A policy server, that is part of a content delivery network (CDN) having a plurality of points of presence (POPs) distributed geographically, for using a single network identifier to deliver multiple versions of a content object, the policy server comprising: a publisher interface configured to receive a notification that a multi-media content object is available for processing; a merge processor, having merge resources, that: creates a plurality of versions of the multi-media content object, wherein: the plurality of versions are created in response to the notification; the plurality of versions are created prior to receiving a request for the multi-media content object; each version of the plurality of versions is created with a corresponding encoding profile, from a set of encoding profiles, of the multi-media content object; and a unique network identifier is associated with the plurality of versions of the multi-media content object; and provides the unique network identifier to the publisher interface for delivery to a publisher of the multi-media content object when the plurality of versions of the multi-media content object are available for distribution; a request interface configured to receive a query from an edge server of a POP for a version of the plurality of versions of the multi-media content object, wherein: the edge server queries the policy server in response to the edge server receiving a request from an end-user device for the multi-media content object; the request from the end-user device includes the unique network identifier; and the query comprises: the unique network identifier; and request information relating to capabilities of the end-user device; and a policy engine configured to: determine a preferred version of the multi-media content object for distribution to the end-user device by matching the request information to an encoding profile of the set of encoding profiles; and determine a delivery orchestration scheme to cause the preferred version be sent to the end-user device in response to the request from the end-user device.