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Cross-state feuds playing out on highway billboards and in newspaper ads are nothing new.

The intrigue: It's unclear who's behind the messaging.

Context: The California billboard refers to the "Texas Miracle," which has roots in the 2000 presidential race when George W. Bush used those words to describe the Lone Star State's public school improvements.

By the numbers: Between 2010 and 2020, 4 million people relocated to Texas, including 700,000 residents from California, per U.S. Census data.

Zoom out: In response to Texas' population boom, other states have recently attempted to lure people away.

State of play: ​​As an advertising medium, "out of home" ads, which include billboards, are growing faster than other traditional platforms, like TV, radio and print, according to the trade group, OAAA.

Meanwhile, California Gov. Gavin Newsom took out full-page ads in Texas newspapers for $30,000 in July, criticizing Texas Gov. Greg Abbott on gun laws and reproductive rights.

A spokesperson for Newsom denied that his office was behind the recent billboards in California.

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