The thought is that when a broker posts a load on a load board the need that load covered. If brokers can easily see what freight selling for on the spot quote market they are able to price their loads accordingly.
These are real loads in real time showing the goign rate for freight. Drivers can keep watching the page that applies to them and pick up freight when the rate is right. They know the price and the awkward question of “How much are you paying on this” is taken out. Once the rate is confirmed the only thing left to set up.