OpenAI and Perplexity are entering the browser space to gain an advantage in advertising and data collection. Perplexity recently launched its browser Comet for Max subscribers. OpenAI revealed its own browser plans. Control of the browser allows for securing search product placement and enhances the data gathered from users. This data is vital for developing more responsive and personalized AI systems. The integration of advertising within this structure magnifies the platforms’ predicting capabilities, prompting marketers to consider alternatives to dominant ad services in search of negotiating power.
Owning the browser itself is one way of securing the place of your search product, and all the benefits that go with that (including to your ads business), said Niamh Burns, senior research analyst at Enders Analysis. And the data advantages are huge when you have that kind of access to a user's journey.
For AI platforms, building a browser isn't just about controlling the user experience - it's about opening the data exhaust. Every scroll, click and query in the browser becomes raw material for training their models.
The greater the data access through the browser, the more predictive the model becomes - and the more attractive the ad product looks to marketers searching for new alternatives to the status quo.
Marketers, already frustrated by the leverage wielded by the most dominant ad platforms, seem more than ready to embrace alternatives - as long as they work.
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