Perplexity has unveiled plans to launch its own browser named Comet, aiming to track users’ activities well beyond its main app. CEO Aravind Srinivas revealed on a recent podcast that gathering more comprehensive data on user habits will allow the company to sell more effective premium advertisements. He emphasized that knowing which products people buy, where they travel, and how they browse online paints a clearer picture than simply analyzing work-related queries. This strategy, according to Srinivas, would enable Perplexity to personalize ads in its discover feed and enhance user profiles.
Comet Browser and Strategic Partnerships
Despite facing initial obstacles, the Comet browser is expected to make its debut in May. The approach echoes the way Google leveraged its browser and mobile platform to grow into a trillion dollar powerhouse. Expanding its ambitions into mobile, Perplexity has forged a deal with Motorola, which will see its app pre-installed on Razr devices and accessible through the Moto AI feature. Reports suggest discussions with Samsung are also underway, although no official confirmation has been given. This perplexity browser initiative could significantly increase the company’s reach and data insights if successful.
Perplexity’s moves come as tech giants widely track users to power the advertising engines that finance their services. Meta, for instance, uses its tracking Pixels across countless sites to gather behavioral data, even on those without Facebook or Instagram accounts. Even Apple, long associated with privacy, still collects some user location info to better inform its own advertising.
Yet this industry-wide surveillance has fueled skepticism and distrust among users in the United States and Europe, sparking concern about big tech’s reach. The transparency with which Srinivas discussed browser-enabled ad tracking is notable, especially as Google currently faces a high-profile antitrust case related to its own advertising dominance. The Department of Justice is pushing for Chrome to be spun off from Google to reduce exceptional market power. Both Perplexity and OpenAI have stated a willingness to acquire Chrome should that happen, aiming to challenge the current online advertising hierarchy. Read more about the motorola partnership and its long-term implications.
