{"id":2538,"date":"2025-04-25T12:33:10","date_gmt":"2025-04-25T12:33:10","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=2538"},"modified":"2025-10-29T07:25:13","modified_gmt":"2025-10-29T07:25:13","slug":"perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/","title":{"rendered":"Perplexity to Track All Online Activity Through Its New Browser for Targeted Ads"},"content":{"rendered":"<p>Perplexity CEO Aravind Srinivas confirmed that the company\u2019s upcoming browser, Comet, will track everything users do online.\u00a0<\/p>\n<p>The goal is to collect detailed personal data to deliver highly targeted ads, and the browser is set to launch in May.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-2539\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/04\/Screenshot-232.png\" alt=\"Perplexity to Track All Online Activity Through Its New Browser for Targeted Ads \" width=\"1920\" height=\"1080\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/04\/Screenshot-232.png 1920w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/04\/Screenshot-232-300x169.png 300w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/04\/Screenshot-232-1024x576.png 1024w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#an-ambitious-browser-with-an-unsettling-mission\" >An Ambitious Browser with an Unsettling Mission<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#beyond-queries-the-data-gold-rush\" >Beyond Queries: The Data Gold Rush<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#learning-from-the-tech-titans\" >Learning from the Tech Titans<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#expanding-its-ecosystem-phones-ai-and-partnerships\" >Expanding its Ecosystem: Phones, AI, and Partnerships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#a-transparent-surveillance-economy\" >A Transparent Surveillance Economy?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#what-you-can-do-about-it\" >What You Can Do About It<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#what-this-means-for-the-future\" >What This Means for the Future<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/#key-takeaways\" >Key Takeaways<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"an-ambitious-browser-with-an-unsettling-mission\"><\/span><b>An Ambitious Browser with an Unsettling Mission<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI startup Perplexity is entering the browser business, not to improve your browsing experience, but to collect data on every site you visit, item you purchase, and service you use.\u00a0<\/p>\n<p>CEO Aravind Srinivas admitted this openly during a recent appearance on the TBPN podcast.<\/p>\n<p>\u201cWe want to get data even outside the app to better understand you,\u201d he said.\u00a0<\/p>\n<p>The company believes that just analyzing AI prompts isn\u2019t enough. Work-related queries offer limited insight. What they really want is everything else: the pages you browse, your purchases, travel plans, and more.<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=DZkDPtE4WmA\"><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/DZkDPtE4WmA?si=jR9b3z0WGHGfMpXx\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/a>\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"beyond-queries-the-data-gold-rush\"><\/span><b>Beyond Queries: The Data Gold Rush<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Perplexity isn\u2019t trying to out-innovate Google. It\u2019s trying to replicate the key elements that turned the search titan into a $2 trillion behemoth. That means building not just a search engine or an AI assistant, but a whole ecosystem: browser, mobile presence, hardware partnerships \u2014 and yes, an ad business powered by intimate knowledge of its users.<\/p>\n<p>Traditional AI prompts often revolve around work tasks, Srinivas explained, which offer a narrow view of users. But browser activity paints a far richer picture.<\/p>\n<p>\u201cOn the other hand,\u201d he said, \u201cwhat are the things you\u2019re buying; which hotels are you going to; which restaurants are you going to; what are you spending time browsing \u2014 tells us so much more about you.\u201d<\/p>\n<p>To skeptics, that may sound like the blueprint for digital surveillance. But Srinivas insists that the payoff will be more meaningful, with more relevant ads, and that some users will consider that a fair trade.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"learning-from-the-tech-titans\"><\/span><b>Learning from the Tech Titans<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Perplexity isn\u2019t the first company to figure out that browsers are the ultimate user data goldmine. Google\u2019s Chrome is a foundational piece of its ad empire, and Android, its mobile OS, further deepens the data well. Meta, too, harvests information through its ubiquitous tracking pixel embedded across countless websites.<\/p>\n<p>Even Apple, which is known for promoting privacy, still gathers location data to serve ads in some of its own apps.<\/p>\n<p>So it\u2019s no surprise that Perplexity is taking the same route, with some added transparency, depending on how you see it.\u00a0<\/p>\n<p>While Google and Meta face intense scrutiny and regulatory pressure for their tracking practices, Srinivas is, perhaps oddly, leaning into the pitch.<\/p>\n<p>This week\u2019s announcement came as <a href=\"https:\/\/www.stanventures.com\/news\/google-on-trial-ai-antitrust-and-the-battle-for-the-future-of-the-internet-2504\/\">Google battles the U.S. Department of Justice in court over alleged monopolistic behavior<\/a> in search and advertising.\u00a0<\/p>\n<p>In a twist of timing, Srinivas said he\u2019d be interested in acquiring Google\u2019s Chrome browser should the DOJ force a divestment.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"expanding-its-ecosystem-phones-ai-and-partnerships\"><\/span><b>Expanding its Ecosystem: Phones, AI, and Partnerships<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Comet is just one part of Perplexity\u2019s effort to become a ubiquitous presence in the AI and search landscape.\u00a0<\/p>\n<p>The company has struck a <a href=\"https:\/\/www.perplexity.ai\/hub\/blog\/announcing-our-global-partnership-with-motorola\">deal with Motorola<\/a> to preload its app on the upcoming Razr phones. Users will be able to access Perplexity\u2019s assistant by typing \u201cAsk Perplexity\u201d into the Moto AI feature.<\/p>\n<p>There are whispers of a broader mobile expansion, too. Bloomberg recently <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2025-04-16\/perplexity-in-talks-to-integrate-assistant-into-samsung-motorola-phones\">reported<\/a> talks between Perplexity and Samsung.\u00a0<\/p>\n<p>While Srinivas wouldn\u2019t confirm a formal deal, he did reference the report on the podcast \u2014 perhaps as a signal that bigger things are in motion.<\/p>\n<p>With one foot in software and another in hardware partnerships, Perplexity is pursuing a familiar but high-risk strategy. It\u2019s trying to build not just a product, but a platform \u2014 one deeply embedded in people\u2019s daily lives.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"a-transparent-surveillance-economy\"><\/span><b>A Transparent Surveillance Economy?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If Perplexity\u2019s vision plays out, the company could soon know more about you than your closest friend. The pages you read at midnight. The products you almost buy. The destinations you dream about.<\/p>\n<p>In some ways, Srinivas\u2019 honesty is invigorating. Unlike other tech leaders who cloak data collection in vague language about \u201cuser experience\u201d or \u201cservice improvements,\u201d he\u2019s pretty much straightforward that it\u2019s all about \u201cadvertising\u201d.<\/p>\n<p>But are consumers really ready for an AI company to not only answer their queries but also track their every move? And how much transparency is enough when the stakes are digital privacy?<\/p>\n<p>Public sentiment in the U.S. and Europe already shows signs of fatigue, if not outright rebellion, against intrusive data collection. Legislative efforts, from GDPR in Europe to various U.S. state-level privacy laws, aim to curb the worst abuses.<\/p>\n<p>Still, Perplexity is betting that it can thread the needle,\u00a0 offering enough utility, enough AI magic, that people will accept the tradeoff.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-you-can-do-about-it\"><\/span><b>What You Can Do About It<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While the thought of being constantly watched online might feel overwhelming, there are ways to protect yourself, or at least remain informed:<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Know your settings:<\/b> When Comet launches, dig into its privacy and tracking options immediately. Most browsers allow some degree of control over what\u2019s collected.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use tracker blockers:<\/b> Tools like uBlock Origin or Privacy Badger can block third-party trackers across the web, no matter which browser you use.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Read the fine print:<\/b> Yes, it\u2019s tedious. However, the terms of service and privacy policies reveal what data is being collected and what is being sold.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Try privacy-first alternatives:<\/b> Browsers like Brave, Firefox, or Safari (with Intelligent Tracking Prevention) are built with user privacy in mind.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Support regulation:<\/b> Consider backing or voting for policies that increase transparency, enforce consent, or limit what companies can collect.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"what-this-means-for-the-future\"><\/span><b>What This Means for the Future<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Srinivas\u2019 gamble could either turn Perplexity into the next big thing in digital intelligence or spark some serious backlash that hurts its reputation.<\/p>\n<p>If Comet takes off, it\u2019ll change the game in the data economy, where AI isn\u2019t just answering questions but actually influences what you see, buy, and think.<\/p>\n<p>In a world increasingly powered by predictive algorithms, the browser becomes the lens through which reality is filtered.<\/p>\n<p>Whether users will accept that tradeoff in return for more intelligent AI remains to be seen. But it is clear that the lines between convenience and surveillance are blurrier than ever.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"key-takeaways\"><\/span><b>Key Takeaways<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Perplexity\u2019s browser, Comet, is designed to track everything users do online to fuel \u201chyper personalized\u201d ads.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Aravind Srinivas openly stated the goal of collecting user data beyond AI prompts, aiming to mimic Google&#8217;s advertising dominance.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Perplexity is partnering with Motorola and potentially Samsung to preload its app on phones and broaden its reach.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Unlike others, Srinivas directly links data collection with ad monetization \u2014 a rare level of openness.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">As regulatory pressure grows and public distrust deepens, the company\u2019s approach may trigger significant resistance.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Perplexity CEO Aravind Srinivas confirmed that the company\u2019s upcoming browser, Comet, will track everything users do online.\u00a0 The goal is to collect detailed personal data to deliver highly targeted ads, and the browser is set to launch in May. An Ambitious Browser with an Unsettling Mission AI startup Perplexity is entering the browser business, not [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2539,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Perplexity to Track All Online Activity Through Its New Browser for Targeted Ads - Stan Ventures<\/title>\n<meta name=\"description\" content=\"Perplexity\u2019s new browser will track your entire online activity to serve ultra-targeted ads, echoing Google\u2019s data strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.stanventures.com\/news\/perplexity-to-track-all-online-activity-through-its-new-browser-for-targeted-ads-2538\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Perplexity to Track All Online Activity Through Its New Browser for Targeted Ads - 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