 The Accountability Program – the most recent self-regulatory program – was developed at the urging of a cross-industry coalition of trade associations.The Accountability Program reviews compliance with the industry-accepted principles for online behavioral advertising (OBA), focuses on transparency and consumer-control issues and monitors companies that may be engaged in OBA.In the late 1960s and early 1970s, a new consumer-protection movement had found its voice and legislators and regulators were listening.