I’ve been testing Perplexity’s Comet, which was really the first “mainstream,” independent agentic AI browser.

And because I’m bored—and because this is the AdTech PR Blog—I had a thought:

What happens if I put Comet’s agentic capabilities to the test and ask it to treat me like an advertiser, then decide which “reputable” adtech company website to take me to?

Time to put those agentic skills to work!

Here’s what I found.

Prompt 1:

“I’m an advertiser. I want to visit an SSP (supply side platform) website that’s well-regarded. Please take me there.”

Result:

Comet took me directly to PubMatic’s website.

Prompt 2:
“I’m an advertiser. I want to visit a DSP (demand side platform) website that’s well-regarded. Please take me there.”

Result:

Comet sent me directly to The Trade Desk’s website.

Now, does any of this matter?

I think so. (FWIW, this blog post is very much related to an AI search piece I wrote last month.)

Ultimately, as AI agents begin to shape how advertisers search, evaluate, and choose partners, it matters who gets surfaced—and why. When I asked Comet what criteria it used for its decision-making, it shared the following:

Industry Reputation and Recognition

“I prioritize companies and platforms that are widely respected, recognized as leaders, and frequently referenced in recent industry rankings or reviews.”

Relevance to Your Query

“I choose sites that closely match your specific request—for example, SSPs if you ask for supply side platforms.”

Recent Authoritative Sources

“I rely on up-to-date information (from 2025 rankings, industry news, or expert lists) to avoid outdated or less relevant companies.”

Accessibility

“I attempt to navigate to the chosen site; if your browser or privacy settings block access, I select an alternate reputable company that fits your needs.”

Functional Site Experience

“I avoid sites that have major usability issues, excessive interruptions, or limited information available to advertisers.”

Peer Comparability

“If multiple top companies exist… I choose any highly ranked one, ensuring you get a leading example.”

User Context

“I factor in your professional background… and recent research interests to tailor selection to what’s most useful for you.”

PubMatic and The Trade Desk clearly “won” this time—but it raises bigger questions:

• How are AI agents being trained to interpret credibility in adtech?
• What matters more—SEO, site quality, or reputation?
• And how can adtech brands position themselves to show up in this emerging form of discovery?

Obviously, criteria like Recent Authoritative Sources and Industry Reputation and Recognition bode well for those who invest in adtech PR—both in agentic discovery and, likely, in AI search more broadly. Over time, as agents fine-tune how they make decisions, it’s safe to assume these factors will become even more important. After all, it’s relatively easy to reach parity with your peers on things like site functionality and accessibility.

Anyway, I’ll keep testing and sharing what I find. For now, this offers a quick glimpse into how AI agents might shape adtech vendor visibility in an AI-first world.

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👉 Building your adtech company’s PR program? Contact adtech PR expert Chris Harihar on X (@chrisharihar), LinkedIn, or by email. 

Chris is a 15-year adtech PR expert who has helped leading companies go public and guided up-and-comers to break through in a crowded market. Clients include DoubleVerify, Yahoo DSP, and more.