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Marketers often have no idea how much the digital inventory they’re buying actually costs, but a handful of companies are attempting to build a version of a futures market that could change that — along with the small matter of the way ads are bought and sold online.

As with crude oil and corn, a futures market for digital media would invite industry players and finan-ciers to bet, through online exchanges, on the future price of media inventory. Ad sellers could lock in sales further out, while buyers could lock in prices on inventory that they expect to become more expensive.

The key, according to a number of industry experts, is newly available information that can be used to determine the market price of inventory at any given time.

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