You are talking about something with a friend and not five minutes later you see an ad about that niche thing you were saying. Is your phone listening to you? No, it's more likely to be predictive advertising.   Predictive advertising uses advanced algorithms and all the data they've collected on you to predict what you will say, think, and want so accurately that it appears to know you better than you.     It's a very scary thing indeed to feel like we are not unique individuals and that is what this does. It takes away our feelings of uniqueness by quantifying it down to 1s and 0s. I don't have a solution, but I want to start the conversation.   Are we okay with this? Will this change? How will this go on to affect more than just the ads we see? Could this set a precedent for predeterminism and later used to predict criminal activity?   Let me know what you think about this in the comments below and don’t forget to subscribe!