Suggests a glut of available venues is driving down advertising costs, despite expansion from print and broadcast to online. Presuming DGIT's take is a percentage of media cost, would explain DGIT's recent poor performance and not bode well for the future. 40% short position may have the extreme luxury of time on their side. On the other hand, if lower cost increases advertising volume, those same shorts may want to consider covering sooner than later. Who knows (not thinks they know) the answer?