Originally Posted by Lord of the fungi

The producer is the one who actually helps make it, though this may differ from the legal custodian of records on file. You being an advertiser need only link to the custodian of records info you were provided with by the content seller.
It should have a persons first and last name (just a biz name does not cut it).
It should have a physical address that is not a P.O.Box.

Only time this may need to differ is if you had it custom made exclusive or produced it yourself.