Your Data Doppelgänger is Already Here.

You're sitting in a café, talking to a friend about maybe, just maybe, taking up gardening. You haven't Googled it. You haven't liked a single plant picture on Instagram. The next day, your feed is a lush jungle of ads for potting soil, ergonomic trowels, and beginner-friendly tomato plants. Spooky, right? Our first instinct is to think our devices are eavesdropping on us. But the truth is both complex and, in a way, invasive. What's actually happening is that data science has moved on from simply tracking your clicks.