The rise of open programmatic exchanges promised to help advertisers and agencies gain operational efficiency, secure better pricing, and improve targeting, thereby increasing ROI. Amid concerns about quality and transparency, however, publishers are also starting to see many advertising partners shift budgets back to direct channels, either via private marketplace deals (PMP) or through directly reserved inventory. Why? In a word, access. Beyond the trust that comes from working directly with a publisher, marketers are also capitalizing on the areas that publishers can uniquely offer - important areas to consider when you have your next meeting with potential partners.