Perplexity to track users online for personalised ads
Company aims to rival Google through aggressive ad targeting.
Perplexity is entering the browser space with bold ambitions, aiming to compete directly with Google by closely tracking user behaviour online. The CEO revealed that the company’s upcoming browser, named Comet, will collect data from user activity beyond its app to serve “hyper personalised” advertising.
He argued that browsing patterns and consumer behaviour offer far more insightful data than work-related prompts typed into AI chat tools. Srinivas suggested that users will accept this level of tracking because it results in more relevant advertisements and a potentially improved discovery experience.
The strategy mirrors tactics long used by Google and Meta, which have built lucrative advertising businesses through extensive user tracking. Despite recent scrutiny around data privacy, Srinivas remained confident in the approach, pointing to Comet’s May launch date.
In a move to expand its presence in the mobile ecosystem, Perplexity has partnered with Motorola to pre-install its app on the Razr phone series. The app will be accessible through Motorola’s Moto AI with a simple “Ask Perplexity” prompt.
Talks with Samsung are also reportedly ongoing, highlighting the startup’s intent to rival established tech giants not only in search and browsing, but also across devices.
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