Latest / The Yield Doctor with James Deaker
What Happened to Publisher Pricing Software?
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…
The skinny
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