This week, Shaye talks with Jacob from AtTheYards about the past, present, and future of cattle marketing and why marketing options haven’t modernized as much as other areas like animal health.   Jacob notes that about 65% of feeder cattle still trade through sale barns and contrasts that with newer models like Superior Livestock’s video auctions, arguing producers need faster, broader access to buyers to manage market volatility and reduce commission costs that can materially impact the bottom line.   He explains that AtTheYards is a nationwide marketplace where buyers set customizable templates and receive notifications when listings match their criteria, creating targeted exposure for sellers. The platform supports split loads, offers a free first consignment, then charges $5 per head via credit card, posts cattle daily with text bid notifications, and is compliant with Packers and Stockyards bonding.   Learn more about AtTheYards here: https://bit.ly/400T7mF   Additional Links & Resources Learn about CattleMax here: https://bit.ly/4aG7K5q Learn about Performance Livestock Analytics here: https://bit.ly/47PxY3W Chapters 00:00 Modern Cattle Marketing 00:34 Meet Jacob AtTheYards 00:51 Why Marketing Needs Change 01:52 How Marketing Evolved 03:10 Jacob’s Industry Background 03:41 Bottom Line in Volatile Markets 06:04 Targeted Ads for Cattle 07:38 How AtTheYards Works 09:40 Buyer Efficiency and Templates 10:40 Split Loads for Small Herds 11:44 Risks Fees and Compliance 15:45 Speed Posting and Notifications 17:20 Selling Your Own Cattle 19:03 Final Takeaway and Wrap Up