The present description is directed towards systems and methods for directing a user request for content over a network to a given content server on the basis of one or more rules. Methods and systems implemented in accordance with the present description comprise receiving a request for content form a user, the request for content including a profile of the user identifying one or more characteristics associated with the user. One or more rules are retrieved for identifying a content server to which a request for content is to be delivered, the one or more rules including at least one of business rules, network rules, and user profile rules. The one or more retrieved rules are applied to the request for content to identify a content server to which the request for content is to be delivered and the request for content is delivered to the identified content server.