Docs and interviews show that ~44 US universities work with outside companies to data mine and rank prospective students, including tracking their web activity (Washington Post)

Washington Post:
Docs and interviews show that ~44 US universities work with outside companies to data mine and rank prospective students, including tracking their web activity  —  Before many schools even look at an application, they comb through prospective students' personal data, such as web-browsing habits and financial history