The efficient market theory says that prices reflect all available information. New information causes buyers and sellers to change their bids and offers. Since new information causes prices to change and no one knows what the new information will be, exact price changes cannot be predicted. What makes tomorrow's price different from today's price is new information. People or companies that acquire information before anyone else in the market may earn a profit in the market.
Companies pay millions of dollars to obtain supply and demand information first.
These companies use this information to set offer and bid prices. A producer that has no unique information cannot expect to make money via price predictions. Another method to earn a profit in the market is to analyze information better than the collective ability of the market. Just having information is not enough. The price impact of the information must be determined.