The Inuit people have been living in the frozen tundra of northern Canada for thousands of years, so they clearly are the experts on creating warm outdoor wear. Canada Goose, a company that makes highly-rated outerwear, knows something about marketing warm jackets to people in cold climates.

What if you combined the best of both worlds to create a whole new kind of coat?

Project Atigi has set out to do just that. Established in 2019, Project Atigi is a social entrepreneurship program that "celebrates the expertise and the rich heritage of craftsmanship that has enabled Inuit to live in some of the most formidable climates and conditions," according to a press release.

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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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