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.

⏱️ Chapters

00:00 – The 2007 Era: When Rapt Ruled

00:20 – Why I Know This: My Time at Rapt

00:47 – What Pricing Software Should Do

01:32 – How Rapt's Price Director Worked

02:16 – Microsoft Acquisition and Decline

02:23 – Why No One Replaced It: My Take

02:34 – Reason #1: Rise of Programmatic

03:25 – Reason #2: No Public Pricing Signals

04:11 – Reason #3: Ad Products Are Too Complex

05:38 – The Need for Customization (Compliance)

05:58 – Why Ad Tech Hasn’t Solved This Yet

06:16 – What the Future Might Look Like

06:35 – Closing Thoughts & Call to Comment

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📬 Need help with pricing, inventory, or programmatic strategy?

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