Why don’t publishers have good pricing software anymore?Back in 2007, Yahoo, AOL, and Microsoft used a tool called Rapt to optimize rate cards in real time. Today? That software is gone—and no one has replaced it.In this video, I explain why Rapt disappeared, why nothing has filled the gap, and what it would take for a new solution to emerge. Drawing on my own experience working at Rapt, I break down the key challenges—including programmatic dominance, product complexity, and the lack of transparent market signals.📈 If you're a publisher or ad tech leader grappling with pricing, yield, or programmatic strategy, this one’s for you.⏱️ Chapters00:00 – The 2007 Era: When Rapt Ruled00:20 – Why I Know This: My Time at Rapt00:47 – What Pricing Software Should Do01:32 – How Rapt's Price Director Worked02:16 – Microsoft Acquisition and Decline02:23 – Why No One Replaced It: My Take02:34 – Reason #1: Rise of Programmatic03:25 – Reason #2: No Public Pricing Signals04:11 – Reason #3: Ad Products Are Too Complex05:38 – The Need for Customization (Compliance)05:58 – Why Ad Tech Hasn’t Solved This Yet06:16 – What the Future Might Look Like06:35 – Closing Thoughts & Call to Comment🔔 Subscribe to stay ahead of yield management and ad tech trends: youtube.com/@jamesdeaker📬 Need help with pricing, inventory, or programmatic strategy?Reach out via LinkedIn or at theyielddoctor.com#DigitalAdvertising #YieldManagement #AdTech #RateCards #JamesDeaker #TheYieldDoctor #Programmatic #PricingSoftware