Why Is Perplexity Building a Browser That Tracks Everything You Do Online?
If you’ve been wondering whether Perplexity’s browser will track your online activity, the answer is yes—and it’s all part of their plan to sell “hyper-personalized” ads. According to CEO Aravind Srinivas, the browser—named Comet—is being developed not just as a tool but as a data-gathering powerhouse. By tracking everything users do outside of its app, including purchases, hotel bookings, restaurant visits, and browsing habits, Perplexity aims to create detailed profiles that advertisers can leverage. This approach mirrors strategies used by tech giants like Google and Meta, raising questions about privacy, personalization, and the future of online advertising.
Srinivas argues that this level of tracking benefits users by delivering more relevant ads through features like Perplexity’s Discover Feed. But with growing concerns over big tech monopolies and intrusive ad practices, many are skeptical. So, what does this mean for consumers, businesses, and the broader digital ecosystem? Let’s dive deeper into the details.
How Comet Plans to Revolutionize Ad Personalization
The concept behind Comet isn’t entirely original—it follows in the footsteps of industry leaders like Google Chrome and Apple Safari, which have long relied on user data to fuel targeted ad campaigns. However, what sets Comet apart is its integration with Perplexity’s AI capabilities. By combining real-time behavioral insights with advanced machine learning algorithms, the browser promises an unprecedented level of precision in ad targeting.
For example, while work-related queries might not reveal much about a user’s preferences, everyday actions such as booking vacations or shopping online provide valuable clues. “What are you buying? Which hotels are you going to? What are you spending time browsing?” These factors, according to Srinivas, tell companies far more about individuals than traditional search queries ever could.
This focus on hyper-personalized advertising has the potential to drive higher engagement rates and improve return on investment (ROI) for marketers. For users, however, the trade-off involves sacrificing some degree of privacy—a compromise that may not sit well with everyone.
The Broader Implications of Browser-Based Tracking
It’s no secret that browser-based tracking has become a cornerstone of modern digital marketing. From Meta’s Pixel technology to Apple’s location-based ads, tech companies have found creative ways to monetize user behavior. Even so, these practices have sparked significant backlash from regulators and consumers alike.
In Europe, strict laws like GDPR aim to protect user privacy, while in the U.S., bipartisan efforts seek to curb the influence of monopolistic players like Google. Ironically, Perplexity’s bold announcement comes at a time when Google itself is embroiled in legal battles with the Department of Justice over allegations of anti-competitive behavior. One proposed remedy? Forcing Google to divest its Chrome browser business—a move that both OpenAI and Perplexity reportedly expressed interest in pursuing.
While Srinivas frames Comet as a solution to enhance user experience, critics argue that it perpetuates the same invasive tactics that have eroded trust in Silicon Valley. As one expert noted, openly discussing such ambitions feels particularly tone-deaf amid ongoing debates about ethics and transparency in tech.
A New Era of Mobile Partnerships
Beyond its desktop aspirations, Perplexity is also making waves in the mobile space. Earlier this month, the company announced a partnership with Motorola, ensuring that its app will come pre-installed on the Razr series. Users can access Perplexity’s services via Moto AI simply by typing “Ask Perplexity.”
Additionally, Bloomberg reports suggest that Perplexity is in talks with Samsung for similar collaborations. While Srinivas stopped short of confirming these negotiations during a recent podcast appearance, he acknowledged the significance of expanding Perplexity’s reach across multiple platforms.
These partnerships underscore Perplexity’s ambition to challenge established players like Google Assistant and Siri. However, they also highlight the growing importance of mobile ecosystems in shaping consumer behavior and driving ad revenue.
Balancing Innovation and Privacy Concerns
As Perplexity prepares to launch Comet in May 2025, the question remains: Will users embrace this bold vision of hyper-personalized advertising, or will they push back against further erosion of their privacy?
On one hand, highly targeted ads can save users time by showing them products and services they genuinely care about. On the other hand, pervasive tracking raises ethical red flags and risks alienating those who value anonymity online.
Ultimately, the success of Comet—and similar initiatives—will depend on striking the right balance between innovation and accountability. Companies must prioritize transparency, giving users control over their data without compromising the quality of personalized experiences. Only then can we build a sustainable model for digital advertising that works for everyone involved.
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