No Takedown in Initial Deal
NewReleaseMessage contains the active
Deals in subsequence
NewReleaseMessage override each other. In other words when a DSP receives a set of
Deals in a
NewReleaseMessage (and enacts them) and then receives a further
NewReleaseMessage for the same (set of) Release(s), all
Deals from the first message needs to be removed and the
Deals from the second message enacted.
Hence the active set of
Deals for a specific Release can always be found in the latest
NewReleaseMessage received and ingested.
Deal = No deal
NewReleaseMessage does not provide a Deal for a specific Release for a specific territory for a specific use, then it means implicitly that that Release is not (or no longer) available to consumers in that territory for that use.
As a consequence it makes no sense to send a takedown notice as part of an initial
NewReleaseMessage – simple omission of a Deal for a Release not to be made available is sufficient.
There is one exception to this rule, alas: if a Release has been available in a territory (for whatever use) and all uses are now "pulled", then a takedown message needs to be sent for that Release and territory until the Release is globally taken down.