What Digital Marketers Should Know If Perplexity’s Bid to Buy Chrome Actually Happens

If you are reading this, you no doubt heard the news about Perplexity’s offer to buy Google’s Chrome browser for $34.5 billion dollars.

Google hasn’t responded to the bid and initial reactions from industry sources say it is unlikely to come to fruition soon; Google is still working through its response to the DOJ’s suggestion that it divest Chrome as part of the search antitrust settlement.

But what if it happens? Or if a different AI company like OpenAI (aka ChatGPT) gets Chrome? How would this impact the digital marketing world of SEO, paid search, and analytics? More specifically, how would this change the use of the inter-related Google platforms we currently rely on to do our jobs?

We thought it would be interesting to get Perplexity’s take on these questions. Our prompt was to write a blog summarizing the potential impact of the acquisition on digital marketers. Perplexity’s blog response follows below. Here’s the conclusion as a teaser for reading the whole blog:

We’re also including the list of the 25 sources Perplexity used to research its response. It’s a fascinating list that includes big media names like Fortune and The Wall Street Journal, social outlets like LinkedIn and YouTube, some known trade publications, and then some websites you maybe haven’t heard of. It’s a good example of the depths to which Perplexity draws from and how the citations lend authority to its response.

Enough from us, here is Perplexity in its own words…and remember what Perplexity says may be misleading or not even accurate (as is the case with all AI generated content).

Perplexity’s Response on the Perplexity Bid for Google Chrome

Owning Chrome: Potential Impact of Perplexity’s Acquisition on Digital Marketers and Google Tools

Perplexity AI’s audacious bid to acquire Google’s Chrome browser heralds a potentially transformative moment for digital marketers, SEO specialists, and paid search advertisers who rely heavily on Google’s ecosystem. Beyond the headline-grabbing $34.5 billion offer, the prospect of Chrome shifting from Google to Perplexity ownership could reshape how core Google tools operate, influence search rankings, and disrupt paid search and analytics workflows. Here’s a detailed exploration of what this ownership change could mean—specifically for Google Search results and rankings, Google Ads and Keyword Planner, Search Console, Analytics, Tag Manager, and the strategic advantages Perplexity may unlock.

Google Search Results and Rankings: AI Enhancements Under Pressure

Currently, Google Search enjoys unbeatable SEO leverage due to Chrome’s dominant market share and tight integration of advanced AI features like AI Overviews and AI Mode. These capabilities use billions of Chrome user signals and historical click data to refine search rankings and drive visibility. Marketers benefit from:

Consistent, high query volumes funneling through Google Search as the default engine

Advanced AI-powered summaries and interactive search experiences helping users find information faster

A feedback loop where Chrome behaviors influence algorithmic ranking adjustments

Should Perplexity take ownership, this feedback pipeline could be disrupted. Google’s proprietary AI features may become limited or segregated, while Perplexity could integrate its own AI-powered search and assistant (such as its Comet browser’s agentic AI). This could lead to fluctuations in SEO rankings as new algorithms and data dynamics evolve, adding uncertainty for marketers dependent on stable Google Search rankings. The convergence of browser and AI search under Perplexity might open alternative ranking signals or new visibility layers, forcing marketers to adapt rapidly.

Google Ads and Keyword Planner: Data Quality and Targeting Challenges

Google Ads currently leverages Chrome’s vast first-party data to power highly targeted campaigns anchored in robust user insight. This includes seamless conversion tracking, ad performance optimization, and competitive auction insights.

Keyword Planner access to accurate keyword volume, competition, and forecast data is also critically dependent on people signed into their Gmail accounts user behavior data.

If Perplexity gains control, Google could face reduced access to granular real-time browsing behaviors, potentially diluting the precision of Google Ads targeting and campaign performance measurement.

At the same time, Perplexity might develop its own ad platform or modify privacy frameworks, creating opportunities for alternative paid advertising ecosystems.

Keyword Planner data quality may suffer temporarily, with less accurate search volumes and forecasting until new data models stabilize.

Google Search Console, Analytics & Tag Manager: Shifts in Reporting and Tracking

Google Search Console currently benefits from Chrome user experience metrics, driving rich reports that inform SEO strategies. Similarly, Google Analytics enjoys stable, granular Chrome data feeds ensuring powerful web traffic insights, while Google Tag Manager depends on Chrome’s scripting environment for smooth tag deployment.

Ownership changes could limit Google’s access to user data streams, potentially reducing report accuracy or causing shifts in metrics visibility.

Privacy-conscious measures by Perplexity might restrict browser data sharing, compelling marketers to recalibrate tracking approaches and anticipate gaps in UX insights.

Google Tag Manager might face compatibility challenges as new browser security or performance policies are enacted, affecting script execution reliability crucial for campaign measurement.

Strategic Advantages and User Benefits for Perplexity

Owning Chrome unlocks unparalleled competitive leverage for Perplexity, providing it with:

Immediate access to billions of daily users and the behavioral data essential for building AI-powered search and advertising solutions.

A platform to seamlessly integrate its own AI assistant technology (as showcased in their Comet browser), enabling highly context-aware, conversational browsing experiences.

The ability to create new ad frameworks within Chrome, potentially disrupting Google’s digital advertising hegemony.

Opportunities to foster innovation around privacy-first data use, evolving web standards, and AI-enhanced search tools.

For Perplexity users, this could translate to direct benefits such as deeply personalized AI interactions, faster research workflows through browser-integrated automation, and improved relevance and trustworthiness of search results.

Conclusion

Perplexity’s potential acquisition of Chrome marks a paradigm shift that digital marketers cannot ignore. While Google’s ownership currently provides a stable, integrated environment powering SEO, paid search, analytics, and tag management, a transition to Perplexity promises both disruption and innovation. Marketers may face volatility in search rankings and data fidelity in the short term but could eventually access novel AI-driven insights, new ad platforms, and fresh ways to engage users.

From a strategic perspective, Perplexity would secure the world’s most valuable digital real estate, turbocharging its AI search ambitions and fundamentally reshaping the browser and search landscape. For users, the promise is more intelligent, contextualized, and automated browsing experiences that sync seamlessly with AI-enhanced tools.

Digital marketers should closely monitor developments, prepare for shifting data ecosystems, and remain agile in strategy to thrive through this potentially revolutionary transition.

Sources

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