The internet and the loss of control

A couple who tried, in February 2018, to keep their unborn child a secret from the internet, in part so the child could create its own internet identity when it was ready. They had some success in avoiding being pursued by baby-related ads, but found themselves unable to exercise the control they wanted. While no one asks for pregnancy and parenting ads to be turned on, no one is able to get them turned off, and data brokers sell the most personal details of our lives. The cost of trying to keep a child secret is too high.
Writer: James Temperton
Publication: Wired