Harmony builds, discord ruins...
When two quarrel, the third benefits...
Do not do unto others what you would not have done to you...
As you give to God, so God gives to you...
Paul and Gawel...

There are many examples in literature and folk culture regarding - to put it bluntly - foolish behavior.
You probably guess what this is about, so there's no need to elaborate too much.
Covering up billboards may not be rampant, but it's not an insignificant margin either.
It's clear that attractive locations attract many tenants.
But it's also clear that in such cases, it's best to come to an agreement, of course, if all parties want to.
Outdoor advertising is a specific medium where the point is to be seen and not the opposite.

And sometimes it's visible that it's not visible.
Then the image of companies that block each other's advertisements suffers, and so does the image of the industry.
This must be remembered.