Millennials: online privacy is dead.

• Position: PII - Brief article

A new study by the University of Southern California (USC) suggests the Millennial generation (ages 18 to 34) has a concept of privacy different from that of their parents and grandparents.

Millennials are more willing to allow companies to track them or access their personally identifiable information (PII) if they receive some benefit, such as coupons. Indeed, 51% of Millennials said they would share PII with companies as long as they got something in return; 40% of those older than 35 felt the same way. The younger respondents are also more open to targeted advertising and, not...