The College Board Tells TikTok and Facebook Your SAT Scores

upstart writes:

Gizmodo's tests found the higher-ed gatekeeper shares GPAs, SAT scores, and other data with big tech:

Many students have no choice about working with the College Board, the company that administers the SAT test and Advanced Placement exams. Part of that relationship involves a long history of privacy issues. Tests by Gizmodo found if you use some of the handy tools promoted by College Board's website, the organization sends details about your SAT scores, GPA, and other data to Facebook, TikTok, and a variety of companies.

[...] The College Board shares this data via "pixels," invisible tracking technology used to facilitate targeted advertising on platforms such as Facebook and TikTok. The data is shared along with unique user IDs to identify the students, along with other information about how you use the College Board's site.

Organizations use pixels and other tools to share data so they can send targeted ads to people who use their apps and websites on other platforms, such as Google, Facebook, and TikTok.

"We do not share SAT scores or GPAs with Facebook or TikTok, and any other third parties using pixel or cookies," said a College Board spokesperson. "In fact, we do not send any personally identifiable information (PII) through our pixels on the site. In addition, we do not use SAT scores or GPAs for any targeting."

After receiving this comment, Gizmodo shared a screenshot of the College Board sending GPAs and SAT scores to TikTok using a pixel. The spokesperson then acknowledged that the College Board's website actually does share this data.

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