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Designing costumes for Lady Gaga didn't lead to this artist's big break. A website did.

'For someone who's part of a marginalized community, I feel like I'm finally being seen.'

Artist Fin Lee was living the not-so-glamorous freelance life, when they got the gig of a lifetime.

In fact, if you watched the 2016 Grammys, you probably saw their work. They designed and illustrated the costumes Lady Gaga's backup dancers wore during her tribute to David Bowie.

After years of struggling to catch a big break, Lee (artist name: Lostboy), who identifies as queer and uses they/them pronouns, finally got a foot in the door.

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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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