# Perplexity’s Bold Browser Strategy: Tracking Everything for “Hyper-Personalized” Ads

## Perplexity’s Bold Browser Strategy: Tracking Everything for “Hyper-Personalized” Ads

Perplexity is aiming to not just rival Google, but seemingly emulate its data-driven approach. In a recent podcast appearance, CEO Aravind Srinivas revealed the company’s ambitious plan for its upcoming browser, Comet: comprehensive user tracking to fuel a “hyper-personalized” advertising experience.

Srinivas stated that the primary motivation behind building their own browser is to gather data on user activity *outside* of the Perplexity app itself. This data, he argues, is crucial for building a comprehensive user profile that goes beyond work-related AI prompts. “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 explained.

The CEO believes users will accept this level of tracking if it results in more relevant advertisements delivered through Perplexity’s “discover feed.”

Comet, the browser in question, is slated to launch in May after facing some initial delays.

This strategy echoes Google’s own history. The tech giant’s dominance was built, in part, on its ability to quietly track users across the internet, using that information to deliver targeted ads. This approach is also mirrored by Meta, whose Pixel tracking technology is embedded across countless websites. Even Apple, despite its privacy-focused marketing, engages in location tracking for advertising purposes within some of its apps.

However, this pervasive tracking has fueled growing distrust towards Big Tech among consumers across the political spectrum, both in the US and Europe.

The timing of Srinivas’ candid explanation is particularly noteworthy. Google is currently embroiled in a legal battle with the US Department of Justice, accused of monopolistic practices in search and online advertising. One potential remedy being considered is the forced divestiture of Chrome.

Intriguingly, both Perplexity and OpenAI have expressed interest in acquiring the Chrome browser business if Google is forced to sell it. This ambition, as highlighted by Srinivas’ comments, underscores the strategic value of owning a browser – and the wealth of data it provides – in the modern advertising landscape.

Beyond the browser, Perplexity is also making moves in the mobile space. A partnership with Motorola will see the Perplexity app pre-installed on the Razr series, accessible via the “Ask Perplexity” command. The company is also reportedly in discussions with Samsung for further integration.