The Faculty Board Tells TikTok and Fb Your SAT Scores


Many college students haven’t any alternative about working with the Faculty Board, the corporate that administers the SAT check and Superior Placement exams. A part of that relationship includes a protracted historical past of privateness points. Checks by Gizmodo discovered should you use a few of the useful instruments promoted by Faculty Board’s web site, the group sends particulars about your SAT scores, GPA, and different information to Fb, TikTok, and a wide range of corporations.

Gizmodo noticed the Faculty Board’s web site sharing information with Fb and TikTok when a person fills in details about their GPA and SAT scores. When this reporter used the Faculty Board’s search filtering instruments to search out faculties which may settle for a pupil with a C+ grade-point common and a SAT rating of 420 out of 1600, the location let the social media corporations know. Whether or not a pupil is acing their assessments or struggling, Fb and TikTok get the small print.

The Faculty Board shares this information through “pixels,” invisible monitoring know-how used to facilitate focused promoting on platforms similar to Fb and TikTok. The info is shared together with distinctive person IDs to determine the scholars, together with different details about how you employ the Faculty Board’s web site.

Organizations use pixels and different instruments to share information to allow them to ship focused advertisements to individuals who use their apps and web sites on different platforms, similar to Google, Fb, and TikTok.

“We don’t share SAT scores or GPAs with Fb or TikTok, and any different third events utilizing pixel or cookies,” mentioned a Faculty Board spokesperson. “In truth, we don’t ship any personally identifiable data (PII) by way of our pixels on the location. As well as, we don’t use SAT scores or GPAs for any focusing on.”

After receiving this remark, Gizmodo shared a screenshot of the Faculty Board sending GPAs and SAT scores to TikTok utilizing a pixel. The spokesperson then acknowledged that the Faculty Board’s web site really does share this information.

“Pixels are merely a way to measure the effectiveness of Faculty Board promoting,” the spokesperson mentioned. “If a pupil makes use of the school search software on, the coed can add a GPA and SAT rating vary to the search filters. These values are handed within the pixel, not as a result of we configured the pixel that approach however as a result of that’s how the pixel works.”

The spokesperson confused that no personally identifiable data is shared utilizing pixels or cookies. Our assessments didn’t present the Faculty Board sharing data like names or telephones numbers, which fall within the class of non-public data. Nonetheless, pixels and cookies sometimes include distinctive stings of letters and numbers meant to determine and observe customers. For years, specialists have argued and demonstrated this poses privateness dangers and is much from nameless.

This sort of information sharing is widespread on the web. For instance, Gizmodo discovered 28,000 apps sending TikTok information in March, a quantity that doubtless under-counts the corporate’s precise information harvesting empire. In December, 2022, an investigation discovered Amazon,, and 70,000 different web sites sending person information to Twitter, the corporate now referred to as X.

Nonetheless, many privateness advocates have argued the Faculty Board and corporations which deal with information about college students and minors ought to be held to a better customary—particularly when many of those providers are all however necessary within the American schooling system.

The Faculty Board has a protracted and troubled historical past in terms of pupil privateness. In 2018 and 2019, the group was caught promoting information about college students, together with the names of SAT check takers, for as little as 47 cents a chunk. An investigation in 2020 by this reporter discovered comparable information sharing practices, during which the Faculty Board informed Google, Fb, and quite a few different corporations about practically every part you probably did on the corporate’s web site.

On the time, this violated specific commitments the Faculty Board made to customers, together with the “Pupil Privateness Pledge,” a voluntary dedication between schooling know-how corporations. By signing the pledge, the Faculty Board promised to not “use or disclose pupil data collected by way of an academic/college service (whether or not private data or in any other case) for behavioral focusing on of ads to college students.”

Since then, the Faculty Board seems to have scrubbed references to the Pupil Privateness Pledge from its web site and is not listed as a signatory.

The Faculty Board Spokesperson mentioned the corporate makes use of pupil information, with permission, to assist college students entry and reach school. “Transparency is amongst our key information privateness ideas,” the spokesperson mentioned, offering a hyperlink to the corporate’s privateness coverage.

If you wish to attain increased schooling in the USA, the Faculty Board is tough to keep away from. The group writes and administers the SAT check and Advance Placement (AP) exams, which college students take to earn school credit score and bolster functions. The Faculty Board additionally runs standardized assessments taken by youngsters as younger as kindergartners, and primarily writes the curriculum in some college districts.

The Faculty Board, as highly effective as a governmental establishment in some regards, is a non-profit. However that doesn’t imply it isn’t worthwhile for the individuals who run it. In keeping with tax types, 14 of the Faculty Board’s 17 executives made greater than $300,000 in 2021. Collectively, CEO David Coleman and President Jeremy Singer made $1,782,254.

TikTok’s advert library exhibits that the Faculty Board ran a lot of advertisements on the platform in fall of 2022, however TikTok doesn’t disclose whether or not or not these advertisements had been focused at college students utilizing information collected from pixels.

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