ROCHESTER, N.Y. (WROC) — It's hard to miss and we didn't — there's a new digital speed sign on Bay Road in Webster, one of the busiest stretches for traffic passing through Webster and Penfield between Rt. 104 and Empire Boulevard. The sign is set up north of the Ridge Road intersection clocking the speed of drivers heading southbound. A worker at the nearby service station said a crew in a yellow truck just installed it. The county confirmed with News 8 that it's one of the temporary radar speed feedback signs it got. They move around the area as needed. Someone worried about speeding on Bay Road reached out and the county put it up for "driver feedback and data collection to support potential safety treatments in roadway design." It's not a camera and no one is taking your picture or reading your tags. Think of it like a traffic counter but for speed. The Webster Police Department is also doubling down on addressing drivers going too fast. Police set up one of those speed trailers just up Bay Road closer to Rt. 104. It's been there since Monday. If you live in Webster, the town has a speed study request form online. You can ask for a two-week review for a problematic area. Those results are posted online once complete.