Overview

Conversational AI assistants are becoming a new advertising surface within the search and discovery journey. Alongside organic answers, some LLMs increasingly surface sponsored products and content directly within their responses, creating new opportunities for advertisers to reach users. This changes what AI visibility means for brands. It is no longer only about whether your brand appears organically, but also about where advertising is emerging, which advertisers are buying that visibility, and whether paid placements reinforce or replace organic presence. Ads extends your existing Search project to this paid visibility layer. It analyses the same tracked prompts and surfaces the sponsored placements found within those responses, allowing you to understand not only who earns visibility organically, but also who pays to appear alongside it.

​

What this view helps you analyse

Ads Overview is the starting point for analysing the AI advertising landscape across your tracked prompt territory. It helps you understand:

• How much of your prompt territory is already monetized?
• How is advertising evolving across AI engines?
• How many advertisers are competing for paid visibility?
• Which advertisers capture the most visibility?
• Where does paid visibility overlap with organic presence?
• Which thematics, topics, personas or funnel stages attract the most advertising activity?

Think of it as the homepage of your AI advertising landscape.

​

Advertising Landscape Snapshot

The headline metrics provide an immediate view of advertising activity across your current analysis:

• Ad Coverage shows how much of your tracked prompt territory contains advertising.
• Unique Advertisers shows how many advertisers are competing within that space.
• Ad Presence Rate shows how broadly an advertiser appears across prompts where advertising exists.
• Share of Ad Voice shows how much of the total paid visibility is captured by an advertiser.

Together, these metrics help you size both the level of monetization and the competitive dynamics of your AI advertising landscape. Select any scorecard to update the graph below and track how that signal evolves over time and by engine.

​

How paid and organic visibility interact

Paid visibility does not exist independently from organic visibility. The Ads + Organic and Ads Only signals reveal whether an advertiser’s paid presence reinforces visibility it already earns organically or creates visibility where it would otherwise be absent.

• Ads + Organic: the advertiser appears both through an ad and organically (either a mention of the brand, or the domain, is displayed organically).
• Ads Only: the advertiser appears through an ad but not organically.

Together, they help you understand the role paid visibility plays within an advertiser’s broader AI presence. A high overlap can reveal areas where paid and organic visibility coexist, while high Ads Only indicates areas where advertising is responsible for the advertiser’s presence.

​

Who captures paid visibility

The advertiser ranking reveals who occupies the paid layer of your AI search landscape. Compare Share of Ad Voice to understand how total advertising visibility is distributed between advertisers, and Ad Presence Rate to understand how broadly each advertiser covers the prompts where ads appear. The evolution view then helps you see how that competitive distribution changes over time. This provides the competitive layer of Ads analysis: not only whether advertising exists, but who captures that paid visibility and which brands they promote.

​

Where advertising concentrates

Advertising pressure is not necessarily distributed evenly across your prompt territory. Break down your analysis by Thematics & Topics, Personas or Funnel stages to understand where advertisers are most active. For each segment, compare Ad Coverage, Unique Advertisers, Share of Ad Voice, Ad Presence Rate and paid-organic overlap to identify:

• areas with strong advertising activity,
• areas attracting many competing advertisers,
• parts of the journey where paid and organic visibility frequently coexist,
• segments where advertising remains limited or absent.

This helps connect advertising activity back to the user needs and journeys represented by your tracked prompts.

​

Reading cues

​

How to use this view effectively

​

Extra features

• Filters — refine the data displayed.
• Add/Hide columns — adapt the table to your workflow.
• Export — extract filtered tables to CSV or Excel.
• Search — find a brand or product via the search bar.
• Sort — order by any column.

​

What’s next