I'll admit "Cover your baby in filth to prevent illness" makes for some good click-bait,and parents are a vulnerable group for junk science, but it's an old idea and there have been studies with some promising results. I'm also encouraged by the fact that there's not a clear or direct financial benefit to any one company or industry by telling parents to expose their young children to dirt and animals.
Here's some links on the subject:
http://news.bbc.co.uk/2/hi/health/8373690.stm
https://www.jacionline.org/article/S0091-6749%2812%2900519-2...
https://www.nbcnews.com/health/allergies/study-finds-more-ev...
https://en.wikipedia.org/wiki/Hygiene_hypothesis