Since they had the day off from work, Melissa Severin and her partner drove 90 miles west of their Chicago home to spend Columbus Day at Starved Rock State Park. While relaxing in the condo they rented on Airbnb, Severin listened to the local NPR affiliate on her phone.

Around lunchtime, the station ran a segment about Russian troll farms buying ads through Google and Facebook. As the radio station dug into how Russian operatives used social platforms to influence U.S. politics, it name-checked Google’s DoubleClick ad exchange. Severin escaped the city bustle on her trip, but despite being within walking distance of canyons and waterfalls, she could not avoid ad tech.