Perplexity: Competing with Google Through a New Browser and Strategic Partnerships
In an ambitious move, Perplexity seeks to elevate its presence in the online ecosystem by developing its own web browser, dubbed Comet. According to CEO Aravind Srinivas, this initiative is not just about competing with giants like Google but also about collecting comprehensive data on user behavior outside of its application.
Data Collection Goals
During a recent appearance on the TBPN podcast, Srinivas elaborated on the strategic motivations behind the development of Comet. He stated, “That’s kind of one of the other reasons we wanted to build a browser, is we want to get data even outside the app to better understand you.” This data collection aims to enhance user profiles, allowing Perplexity to deliver more relevant advertisements to its user base.
The Relevance of User Data
Srinivas pointed out that understanding users’ shopping habits and leisure activities can provide deeper insights compared to purely work-related queries. He emphasized that information such as purchasing behavior, travel locations, and browsing habits can significantly enrich user profiles, informing more targeted advertising strategies.
“On the other hand, what are the things you’re buying; which hotels are you going [to]; which restaurants are you going to; what are you spending time browsing, tells us so much more about you,” he stated.
Browser Launch and Partnerships
Despite encountering some obstacles, Comet is anticipated to launch in May. To further penetrate the mobile space, Perplexity has secured a partnership with Motorola. The company’s app will be pre-installed on the Razr series and will be accessible via the Moto AI platform when users type “Ask Perplexity.”
Additionally, there are ongoing discussions with Samsung, a possibility that Srinivas hinted at during the podcast.
Ad Tracking in a Competitive Landscape
Perplexity’s approach mirrors the strategies employed by major players like Google and Meta, both of which utilize extensive tracking technologies to gather user data and optimize advertising revenue. Meta’s Pixels technology, for instance, collects data across numerous websites, even from users without social media accounts. Notably, Apple has also engaged in user tracking, albeit under the guise of privacy protection.
Public Perception and Regulatory Challenges
The ambition to gather data through browser tracking comes amid increasing wariness regarding big tech’s practices. The recent transparency from Srinivas about these intentions stands in stark contrast to the ongoing scrutiny faced by Google. The U.S. Department of Justice is currently pursuing antitrust litigation against Google, arguing that the company’s monopolistic practices have distorted competition in the market. If successful, the DOJ may seek to force Google to divest from its Chrome browser.
In light of this, both Perplexity and OpenAI have expressed interest in acquiring Google’s Chrome should the court enforce such a divestiture.