Back-to-school shopping has always been an annual rite of passage for most families — but it's starting look a little different.

In the past, back-to-school time meant buying some pencils, crayons, and notebooks. But now, bulletproof backpacks are an item appearing on many people's lists.

In summer 2018, back-to-school shopping shelves and ads have included bulletproof backpacks, inserts, and clipboards. Bulletproof backpacks are also increasingly showing up in kiosks at shopping malls.

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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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