Perplexity’s Comet Browser to Track User Data for Targeted Ads

Perplexity CEO Aravind Srinivas has revealed plans for the company’s upcoming browser, Comet, to track user activity across the web. The goal? To gather data for “hyper-personalized” advertising, mirroring strategies employed by tech giants like Google and Meta.

In a recent podcast appearance, Srinivas explained that data collected outside of the Perplexity app is crucial for building comprehensive user profiles. “What are the things you’re buying; which hotels are you going [to]; which restaurants are you going to; what are you spending time browsing, tells us so much more about you,” he stated.

Perplexity believes users will embrace this level of tracking if it leads to more relevant and engaging ads within their “discover feed.” Comet, despite facing initial hurdles, is slated for a May launch.

This strategy mirrors the data-driven approach that propelled Google to its current market dominance. Perplexity is also expanding its reach through partnerships. A recent deal with Motorola will see the Perplexity app pre-installed on Razr devices, accessible via Moto AI. Discussions with Samsung are also reportedly underway.

While targeted advertising is widespread, Perplexity’s open acknowledgment arrives amidst growing concerns about data privacy and antitrust scrutiny. Google is currently battling the U.S. Department of Justice, facing allegations of monopolistic practices in search and advertising. OpenAI and Perplexity have both expressed interest in acquiring Chrome should Google be forced to divest.

The balance between personalized experiences and user privacy remains a key debate. Perplexity’s venture into browser tracking will undoubtedly fuel this conversation.

Tags: AI, browsers, Motorola, online tracking, Perplexity, Startups