Perplexity Browser: Tracking User Data for Hyper-Personalized Ads

Discover how Perplexity’s new browser, Comet, plans to track user activity online to deliver hyper-personalized ads.
Matilda
Perplexity Browser: Tracking User Data for Hyper-Personalized Ads
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. Image Credits: David Paul Morris/Bloomberg / Getty Images 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 int…