Many parents who want the best education for their children turn to private schools, assuming they will lead their kids to greater success.

At first glance, some data appears to back up that notion. The National Association of Independent Schools and Gallup found that private schools tend to have a greater percentage of graduates going on to higher education, and also tend to attend selective colleges and universities. And a new study shows that overall, children who have attended private schools had better outcomes in nearly all assessed areas of adolescence.

For many parents, this prospect justifies spending thousands of dollars per year in private school tuition. They also bolster support for voucher systems, which distribute public education funds to parents to spend on private schools if they so choose.

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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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