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I understand why they have billboards. I'm not sure I get why they have this billboard map up, other than showing that they could.

Tangentially related, DuckDuckGo is also sponsoring NPR programming. I've heard their snippet on All Things Considered a couple of times recently.

They probably wanted it internally to track where their billboards were, and it was easy enough to make it public at that point.

I expect other companies also have maps of their billboard locations. DDG is doing business differently by sharing theirs.