Transparency. Choice. Control. These have been the rallying cries of the self-regulatory efforts the online ad industry started deploying late last year around online behavioral advertising (OBA). The most visible piece of this effort is supposed to be the appearance of the Advertising Options icon supported by the Digital Advertising Alliance. I am still trying to capture one of these things in the wild, although I know that ad units powered by Evidon and DoubleVerify are out there.