An intelligent lookup service for a network is provided for clients of a network requesting services of the network that intelligently determines, based on a service requirement of the requested service, optimal service endpoint(s) for providing the requested service. The intelligent lookup service can incorporate predetermined mapping policy and traffic measurements into the determination. In addition, a feedback loop is provided from clients and/or service endpoints to the lookup service concerning measurements about prior connections in the network. The lookup service can include a set of beacons distributed in the network and against which measurements about the network are recorded. A client receives, from the lookup service in response to a request for a network address, a set of candidate service endpoints that pertain to the requested network address and the client connects to one of the candidate service endpoints based on policy or context.