Perplexity's Plan for Hyper-Personalized Ads Through Browser Tracking
Perplexity AI isn't just aiming to compete with Google; it appears to be emulating its business model. CEO Aravind Srinivas revealed on the TBPN podcast that Perplexity's upcoming browser, Comet, will track user activity beyond the Perplexity app to gather data for targeted advertising.
That's kind of one of the other reasons we wanted to build a browser, is we want to get data even outside the app to better understand you. Because some of the prompts that people do in these AIs is purely work-related. It's not like that's personal.
Srinivas explained that work-related queries alone don't provide a comprehensive user profile. Instead, tracking browsing habits, purchases, and frequented locations offers deeper insights.
On the other hand, 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 believes users will accept this tracking in exchange for more relevant ads displayed through the browser's discover feed.
Comet Browser Launch and Partnerships
Despite setbacks, the Comet browser is expected to launch in May. Perplexity has also partnered with Motorola to pre-install its app on Razr series phones, accessible via Moto AI. Talks with Samsung for similar integration are also underway, echoing a recent Bloomberg report.
Privacy Concerns and Industry Parallels
Perplexity's approach mirrors strategies employed by Google and Meta, raising similar privacy concerns. While Google uses Chrome and Android to collect user data, Meta's Pixel technology tracks users across websites. Even Apple, despite its privacy-focused image, tracks location data for targeted ads in some apps.
This type of extensive data collection has fueled public distrust of big tech companies, particularly in the U.S. and Europe.
The Irony of Perplexity's Ambitions
Srinivas's candidness about Perplexity's tracking intentions comes at a sensitive time. The U.S. Department of Justice is currently suing Google for alleged monopolistic practices related to search and online advertising, seeking the divestiture of Chrome. Both OpenAI and Perplexity have expressed interest in acquiring Chrome should Google be forced to sell.
