Traditionally, Internet Service Providers (ISPs) make profit by providing Internet connectivity, while content providers (CPs) play the more lucrative role of delivering content to users. As network connectivity is increasingly a commodity, ISPs have a strong incentive to offer content to their subscribers by deploying their own content distribution infrastructure. Providing content services in a provider network presents new opportunities for coordination between server selection (to match servers with subscribers) and traffic engineering (to select efficient routes for the traffic). In this work, we utilize a mathematical framework to show that separating server selection and traffic engineering leads to a sub-optimal equilibrium, even when the CP is given accurate and timely information about network conditions. Leveraging ideas from cooperative game theory, we propose that the system implements a Nash bargaining solution that significantly improves the fairness and efficiency of the joint system. This study is another step toward a systematic understanding of the interactions between those who generate and distribute content and those who provide and operate networks.