An outdoor advertising group has partnered with the National Center for Missing & Exploited Children (NCMEC) to become a distributor of AMBER Alerts on the growing number of electronic billboards across the country. New technology has allowed advertising companies to construct very large, dynamically-programmed billboards adjacent to highways, and to remotely-control their messages. Not only does that allow improved advertising services, but the billboard companies say they can also use the capabilities to participate in public safety messaging. Under this new arrangement, The Outdoor Advertising Association of America (OAAA) will become a secondary distributor of AMBER Alerts to its members. The alerts can be quickly distributed to specific geographic regions, and right now covers about 900 billboards in the U.S.