Every market has two sides, buyers and sellers. Markets are where the forces of supply and demand operate, and where buyers and sellers interact to trade goods and services, usually for money. If obtaining needed goods and services is the purpose of market activity, information is the glue that binds buyers and sellers together.

Every business transaction is driven by information. Sellers signal and inform markets with information about their products and services, while buyers have information about their tastes and preferences, price points, delivery terms, and the like. Because each party to a transaction has different information sets—asymmetric information, as economists call it—resolving these information asymmetries is critical to ensuring efficient and effective outcomes to business dealings.

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