Many college students haven’t any selection about working with the School Board, the corporate that administers the SAT take a look at and Superior Placement exams. A part of that relationship entails a protracted historical past of privateness points. Checks by Gizmodo discovered should you use a number of the useful instruments promoted by School Board’s web site, the group sends particulars about your SAT scores, GPA, and different knowledge to Fb, TikTok, and quite a lot of firms.


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


The School Board shares this knowledge through “pixels,” invisible monitoring expertise used to facilitate focused promoting on platforms equivalent to Fb and TikTok. The info is shared together with distinctive consumer IDs to establish the scholars, together with different details about how you employ the School Board’s website.

Organizations use pixels and different instruments to share knowledge to allow them to ship focused advertisements to individuals who use their apps and web sites on different platforms, equivalent 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,” stated a School Board spokesperson. “In truth, we don’t ship any personally identifiable data (PII) via our pixels on the positioning. 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 School Board sending GPAs and SAT scores to TikTok utilizing a pixel. The spokesperson then acknowledged that the School Board’s web site truly does share this knowledge.

“Pixels are merely a method to measure the effectiveness of School Board promoting,” the spokesperson stated. “If a pupil makes use of the faculty search instrument on, the scholar 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 manner 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 School Board sharing data like names or telephones numbers, which fall within the class of non-public data. Nevertheless, pixels and cookies sometimes include distinctive stings of letters and numbers meant to establish and monitor customers. For years, specialists have argued and demonstrated this poses privateness dangers and is much from nameless.

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

Nevertheless, many privateness advocates have argued the School Board and corporations which deal with knowledge 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 training system.

The School Board has a protracted and troubled historical past on the subject of pupil privateness. In 2018 and 2019, the group was caught promoting knowledge about college students, together with the names of SAT take a look at takers, for as little as 47 cents a chunk. An investigation in 2020 by this reporter discovered comparable knowledge sharing practices, during which the School Board advised Google, Fb, and quite a few different firms about almost every little thing you probably did on the corporate’s web site.

On the time, this violated express commitments the School Board made to customers, together with the “Pupil Privateness Pledge,” a voluntary dedication between training expertise firms. By signing the pledge, the School Board promised to not “use or disclose pupil data collected via an academic/college service (whether or not private data or in any other case) for behavioral focusing on of commercials to college students.”

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

The School Board Spokesperson stated the corporate makes use of pupil knowledge, with permission, to assist college students entry and achieve faculty. “Transparency is amongst our key knowledge privateness rules,” the spokesperson stated, offering a hyperlink to the corporate’s privateness coverage.

If you wish to attain larger training in the USA, the School Board is tough to keep away from. The group writes and administers the SAT take a look at and Advance Placement (AP) exams, which college students take to earn faculty credit score and bolster purposes. The School Board additionally runs standardized assessments taken by youngsters as younger as kindergartners, and basically writes the curriculum in some college districts.

The School 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 response to tax kinds, 14 of the School 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 School Board ran plenty 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 knowledge collected from pixels.

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