A content service network for providing content-oriented services on contents delivered over a wide-area network, comprising: a content delivery network having a plurality of service-enabled proxies disposed in content delivery paths between content providers and content consumers on the wide-area network; and a service delivery overlay having a plurality of application servers for performing content processing for rendering content-oriented services and at least service management server for managing service subscription, the service management server having a service subscription component for receiving service subscriptions for content-oriented services from subscribers, creating for each subscribed service a service instruction including service binding data identifying a subscriber for said each subscribed service and identifying said each subscribed service, and distributing the service instructions to the service-enabled proxies, each of the service-enabled proxies having an instruction cache for storing service instructions received from the service management server and being programmed to matching a message, containing a requested content, requested by one of the content consumers, from one of the content providers, passing therethrough against service binding data of the service instructions in the instruction cache to identify a service to be rendered on the requested content in the message, retrieving a service instruction associated with the identified service based on the matching the message, and executing the associated service instruction to render the identified service to the content in the message, including calling an application server in the service delivery overlay to perform content processing required for the identified service on said requested content in the message, if the retrieved service instruction indicates calling said application server in the service delivery overlay. a content delivery network having a plurality of service-enabled proxies disposed in content delivery paths between content providers and content consumers on the wide-area network; and a service delivery overlay having a plurality of application servers for performing content processing for rendering content-oriented services and at least service management server for managing service subscription, the service management server having a service subscription component for receiving service subscriptions for content-oriented services from subscribers, creating for each subscribed service a service instruction including service binding data identifying a subscriber for said each subscribed service and identifying said each subscribed service, and distributing the service instructions to the service-enabled proxies, each of the service-enabled proxies having an instruction cache for storing service instructions received from the service management server and being programmed to matching a message, containing a requested content, requested by one of the content consumers, from one of the content providers, passing therethrough against service binding data of the service instructions in the instruction cache to identify a service to be rendered on the requested content in the message, retrieving a service instruction associated with the identified service based on the matching the message, and executing the associated service instruction to render the identified service to the content in the message, including calling an application server in the service delivery overlay to perform content processing required for the identified service on said requested content in the message, if the retrieved service instruction indicates calling said application server in the service delivery overlay.