I need to get something off my chest: It would be nice to live in a world where men took care of their children and it wasn’t considered exceptional.

I get it. Our society is still finding its way into gender equality. We are still fighting for equal rights for women. Traditionally, men were the breadwinners and women the caretakers. So this is a "new" thing for some of us, but as a society, we should be farther along than we are.

During prime working hours, my husband and I split the parenting duties as if we’re on our own. On the weekdays, it’s one parent on six.

I take the morning shift: cooking breakfast, fixing lunches, making sure kids brush their teeth and dress in appropriate clothing and get their shoes, walking them all to school, walking the three who aren’t in school back home, keeping twins out of mud and toilets, entertaining the baby, reading them stories, putting them all down for naps.

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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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