Before I ever spent hour upon hour with my nose buried in the pages of a "Harry Potter" book, there was "Matilda."

I’ve always loved to read and have hauled too-big piles of books home from the library (although not in a red wagon, I will admit) more times than I can count. Plus, what 7-year-old budding queer femme doesn’t dream of discovering a secret superpower and running away from her loneliness into a beautiful world of friendship where she can play games and eat cookies all day long?

I mean, it always seemed like a pretty solid life choice to me. Matilda has followed me ever since childhood. And I’m not necessarily talking about the Danny DeVito movie or even the Roald Dahl book. I’m talking about Matilda herself; Matilda the person; Matilda Wormwood, the character made real by a young girl in a 98-minute-long movie I’d wager nearly every millennial (in the U.S., at least) has seen. I’m talking about Mara Wilson.

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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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