What Word is Missing in This Ad?

[
      {
        "name": "Ad - NativeInline - Injected",
        "component": "37365813",
        "insertPoint": "3",
        "requiredCountToDisplay": "5"
      },{
        "name": "Real 1 Player (r2) - Inline",
        "component": "37365812",
        "insertPoint": "2/3",
        "requiredCountToDisplay": "9"
      }
    ]

A billboard -- lacking (perhaps intentionally) one key word -- at Kingshighway and Shaw.