Disclosed herein are system, apparatus, article of manufacture, method and/or computer program product embodiments, and/or combinations and sub-combinations thereof, for processing, understanding, and defining media content. An example process can include receiving, from a media device, a user input indicative of a preferred level of exposure to targeted media content; configuring, based on the user input, one or more playback settings associated with a media content item to accommodate a customized amount of the targeted media content during playback of the media content item; and sending, to the media device, the media content item and the customized amount of the targeted media content.