Perplexity CEO says its browser will track everything users do online to sell ‘hyper personalized’ ads

Perplexity's ambitious data-driven ad strategy puts it in direct competition with Google, which also uses user data from its Chrome browser and Android system to serve targeted ads. Google’s approach has been key to its $2 trillion market capitalization, and now Perplexity is attempting a similar strategy.

However, this aggressive user tracking has sparked concerns, especially in light of the growing distrust of big tech companies and ongoing privacy debates. For example, Meta also tracks user activity for advertising purposes through its Pixels technology, which is embedded on websites worldwide. Even Apple, often seen as a champion of privacy, tracks users’ locations to show personalized ads in certain apps.

The Bigger Picture: Challenging Google’s Dominance

Perplexity’s strategy also comes at a crucial time. Google is currently facing a lawsuit from the U.S. Department of Justice over alleged monopolistic practices, and Srinivas referenced the possibility of acquiring Google’s Chrome browser business if it were forced to divest, positioning Perplexity as a major challenger to Google’s market dominance.

Perplexity’s plans to track users’ activities online to serve hyper-personalized ads is a bold step in the AI and tech industry. However, it also reflects broader tensions around data privacy, advertising practices, and consumer trust. As Perplexity’s browser takes shape, the company could challenge Google and other tech giants by offering a more personalized (yet potentially intrusive) browsing experience.

The coming months will determine how Comet is received by users and whether Perplexity can capitalize on its strategy to disrupt Google’s long-standing hold on online advertising.