In the few past years, we’ve heard a steady drumbeat about adtech’s broken media market. The bad news is problems like hidden fees, fraud, viewability and other related issues are real. The good news is that advertisers have begun to demand change. In fact, one study credits advertiser pressure as the reason for a 31% year-over-year decline in fraud. However, while advertiser pressure is critical, the key to building a better media marketplace is to model the experience of the capital and commodities markets.