Greek life might be an old tradition in college campuses across the country, but a new dawn is emerging for one sorority in Texas.

Mu Delta Alpha is perhaps the only active Muslim sorority in the United States and the first to be established in Texas. It was founded in 2016 at the University of Texas at Dallas by Samira Maddox. Within a year, it opened a beta chapter at the University of Texas at Austin, and it has seen tremendous interest and growth since then.

Another Muslim sorority, Gamma Gamma Chi, had started to organize in 2005 in Virginia and Georgia, but the creation now of Mu Delta Alpha seems to have taken a quick hold. The beta chapter, which has a purpose of empowering women through professional development, received more than 100 pledges and inducted 10 new members in 2017.

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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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