The CEO of Perplexity states that its browser will monitor all online activities of users to sell 'hyper-personalized' advertisements

Perplexity seeks to use browser tracking to enhance personalized ads.

: Perplexity's CEO, Aravind Srinivas, revealed plans for a new browser named Comet, aimed at tracking user activity beyond its app to sell hyper-personalized ads. Set to launch in May, Comet will collect data on user behavior, including shopping habits and browsing history, to better tailor advertisements. Despite potential privacy concerns, Srinivas believes users will appreciate the relevance of ads offered. Perplexity is also working with Motorola for app integration and seeking potential collaborations with Samsung.

Aravind Srinivas, CEO of Perplexity, shared bold plans for the company's new browser, Comet, in a TBPN podcast. The browser is designed to track user activities beyond just the Perplexity app to market targeted ads efficiently. Srinivas explains that relying solely on in-app AI queries, which are often work-related, doesn't provide comprehensive user profiles necessary for personalized advertising. Consequently, tracking activities such as shopping and dining choices will generate more precise user data.

Srinivas announced that Comet is expected to launch in May despite initial setbacks. He believes that users will appreciate receiving ads that are more relevant to their online activities and interests. The browser's development reflects a strategy similar to Google's, which successfully used user tracking to grow into a company with a market cap of approximately $2 trillion. This approach also aligns with practices by other tech giants like Meta and Apple, which utilize various tracking technologies for advertising purposes.

Perplexity is expanding its presence in the mobile sector through a partnership with Motorola, where its app will be pre-installed on Razr series phones. Users can access it via the Moto AI feature by typing "Ask Perplexity." Furthermore, talks with Samsung regarding similar arrangements were reported by Bloomberg but have yet to be confirmed by the CEO. The strategic partnerships highlight Perplexity's ambition to embed its technology deeper into the mobile ecosystem.

The company seems determined to challenge major tech players in the market by adopting similar strategies and technological developments. Interestingly, as Google faces legal challenges from the U.S. Department of Justice concerning alleged monopolistic behavior, Perplexity and OpenAI have expressed interest in purchasing the Chrome browser business should divestiture be required. The ongoing legal battles indicate potential shifts in the digital advertising landscape that Perplexity could leverage.

Privacy concerns, however, remain significant. Tracking user behavior to such an extent has contributed to growing distrust in big tech companies across the U.S. and Europe. While effective in delivering hyper-personalized ads, the approach raises ethical questions about user consent and data privacy. As Perplexity moves forward with its ambitious plans, it may need to address these concerns directly to gain broader acceptance.

Sources: TBPN podcast, Bloomberg

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