Accelerated by on-demand computing, the number and diversity of the Internet services is increasing. Such online services often have unique requirements for the underlying wide-area network: For instance, online gaming service might benefit from low delay and jitter paths to client, while online data backup service might benefit from cheaper paths. Unfortunately, today's Internet does not accommodate fine-grained, service-specific wide-area route control. In this dissertation, I achieve the following goals: 1) improve the access to the routes, 2) quantify the benefits of fine-grained route control, and 3) evaluate the efficiency of current payment schemes for the wide-area routes. * Improving access to wide-area route control. Online services face significant technological and procedural hurdles in accessing the routes: Each service in need to control the Internet routes, has to obtain own equipment, Internet numbered resources, and establish contracts with upstream ISPs. In this dissertation, I propose and describe implementation and deployment of a secure and scalable system which provides on-demand access to the Internet routes. In setting such as cloud data center, the system can support multiple online services, providing each service with an illusion of direct connectivity to the neighboring Internet networks, which, for all practical purposes, allows services to participate fully in the Internet routing. * Quantifying the benefits of fine-grained route control. Even if online services are presented with wide-area route choice, it is not clear how much tangible benefit such choice provides. Most modern Online Service Providers (OSP) rely primarily on the content routing to improve network performance between the clients and the replicas. In this dissertation, I quantify the potential benefit the OSPs can gain if they perform a joint network and content routing. Among other findings, I find that by performing joint content and network routing, OSPs can achieve 22% larger latency reduction than can be obtained by content routing alone. * Modeling and evaluating the efficiency of the current payment schemes for wide-area routes. Finally, increasing diversity and sophistication of the online services participating in the Internet routing poses a challenge to payment models used in today's Internet. Service providers today charge business customers a blended rate: a single, "average" price for unit of bandwidth, without regard to cost or value of individual customer's flows. In my dissertation, I set to understand how efficient this payment model is and if more granular payment model, accounting for the cost and value of different flows could increase the ISP profit and the consumer surplus. I develop an econometric demand and cost model and map three real-world ISP data sets to it. I find that ISPs can indeed improve the economic efficiency with just a few pricing tiers.