When I was 7, my best friend’s name was George.

He lived around the corner from me. George was tall and lanky. His elbows always akimbo, his cowlick stellar in its sheer verticality. He had an aquarium. He had a glow-in-the-dark board game. He had the 45 rpm of "Hang On, Sloopy," and he was a Harry Nilsson fan, just like me. I can still recall his house, and all of the luminous joy it held, perfectly in my mind's eye — all part of the frozen 7-year-old's mosaic that exploded into pieces when my parents' marriage failed.

After my parents split, George and I lived just an hour apart. But our parents weren't willing to ensure that George and I stayed in regular contact. Once or twice a year, we were allowed a sleepover, and George always came to spend the night on my birthday. His visit was the one gift I asked for.

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When I found out I was pregnant in October 2018, I had planned to keep the news a secret from family for a little while — but my phone seemed to have other ideas.

Within just a few hours of finding out the news, I was being bombarded with ads for baby gear, baby clothes and diapers on Facebook, Instagram and pretty much any other site I visited — be it my phone or on my computer.

Good thing my family wasn't looking over my shoulder while I was on my phone or my secret would have been ruined.

I'm certainly not alone in feeling like online ads can read your mind.

When I started asking around, it seemed like everyone had their own similar story: Brian Kelleher told me that when he and his wife met, they started getting ads for wedding rings and bridal shops within just a few weeks. Tech blogger Snezhina Piskov told me that she started getting ads for pocket projectors after discussing them in Messenger with her colleagues. Meanwhile Lauren Foley, a writer, told me she started getting ads for Happy Socks after seeing one of their shops when she got off the bus one day.

When online advertising seems to know us this well, it begs the question: are our phones listening to us?

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