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MediaPost reports on recent research indicating that when it comes to online privacy, what consumers want is security and control. Ball State University's Center for Media Design found that "the notion of privacy is actually 'situational' and depends on the context of the consumer, the nature of their information being tracked and the organizations that are tracking it," the report states. With a focus on how consumers--rather than advocacy, industry or regulatory groups--react to online tracking, the first round of research found that college students surveyed are concerned about online tracking, but the focus is "not about privatizing their information. It's about keeping it secure."
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