At the office at Patagonia, a retailer that sells outdoor clothing, the outcome of the 2016 election immediately brought concerns about climate change to mind.

Fighting global warming has been built in to the company's core mission for years. So it was alarming for many higher-ups at the retailer to wake up on Nov. 9, 2016, knowing that the new president-elect, Donald Trump, has said climate change is a hoax (despite overwhelming evidence saying otherwise).

A melting glacier drips away in Austria in August 2016. Photo by Sean Gallup/Getty Images.

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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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