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EMARKETER

Perplexity’s Comet browser will track users for hyperpersonalized ads, sponsored content

Article by Grace Harmon  |  Apr 25, 2025
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Perplexity’s Comet browser will track users for hyperpersonalized ads, sponsored content
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Topics
Artificial Intelligence (AI)
Browsers
Consumer Privacy & Security
US

The news: Collecting user data to personalize ads and sponsored content is a primary reason Perplexity is building a browser, according to CEO Aravind Srinivas.

  • Perplexity’s Comet browser, set to launch in mid-May, could track user activity beyond its AI app for “hyperoptimized” ad tracking.
  • “Once you understand the user deeply enough, the user can probably trust you if you show them relevant sponsored content, as long as it’s super personalized,” Srinivas said on a TBPN podcast episode.

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