It's a common problem. You wait patiently for concert tickets to go on sale and the moment they're made available, you discover they're sold out. It's called Scarcity Marketing and it's not just happening with concert tickets. Popular video games, name brand handbags, even shoes have been known to have Scarcity Marketing. Today, Jesper Essendrop joins us on the On Your Side podcast. He's the CEO of Queue-it which tries to prevent Scarcity Marketing. He explains how Scarcity Marketing works and what you the consumer can do to avoid it.