'This College Prep Software Is Selling Advertising Access to Your Kids' themarkup college
For nearly two-thirds of American high schoolers, Naviance software is an integral and nearly unavoidable part of the college research and application process. For colleges and universities, it’s also a targeted advertising platform with a captive audience of millions of students looking to make one of the largest financial investments of their lives.
The platform allows admissions officials to select what kinds of students will see their recruiting messages based on the students’ location, academic “ability,” the majors they’re interested in, and even their race. In one instance, The Markup found a university that deliberately advertised only to White students through Naviance. Several other schools used the platform to target students of all races in some states but only White students in others.
PowerSchool declined to answer many of The Markup’s questions for this story, but in a brief email, Darron Flagg, the company’s chief compliance and privacy officer, wrote that the feature that allows colleges to target students with advertisements based on their race was phased out in 2019—two years before PowerSchool acquired the companies.
Students The Markup spoke to for this story said they felt misled and had often been confused about why they were receiving messages through Naviance from schools in which they had expressed no interest. When The Markup presented its findings to PowerSchool and asked about Flagg’s earlier comments, spokesperson Madeline Willman wrote in an email, “PowerSchool stands by what has been provided as factual.”
. The later contracts do not specify whether the school targeted students based on race, and the University of Kansas did not respond to requests for comment.obtained through public records say the University of Southern Maine purchased a Naviance campaign that targeted White, Black, and Hispanic students in Massachusetts. But its ad campaigns in Maine, New Hampshire, and Vermont targeted only White students.
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