I noticed that in some of those situations people forget that they also googled the topic they just discussed. So e.g. two friends were having a conversation about camping and googled specific camping items or locations. Then (seemingly suspiciously) relevant ads show up in places they would not expect. This is indeed happening very often as search/ads companies harvest enormous amounts of data and feed it into targeting almost immediately. And since there are only a few big ads networks, these interest-based ads then show up everywhere.
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