Market price. Everything should be built into that. If you can beat it, you will win; if you can't beat it you won't win.
And if you are one of the very few who can identify the things that aren't built into the market price, you're either already very rich and only making max bets, or you're a liar.
This is why it is better to make most of your bets before Monday/Tuesday before the market has its mistakes corrected. Even Sunday night.
Lines move later in the week, but a lot of that is on injuries or new news. The best moves usually come early in the week.