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Your rivals are buying ads inside AI answers on the same questions you track. Ads tracking shows you that market: which brands run paid placements against your prompts, which prompts and topics draw them, what the creatives say, and where they send your buyers. It reads observed placements, not an ad account. Nothing has to be connected, and you see the whole market rather than only your own spend.
Ads tracking is rolled out per workspace while ad capture expands market by market. If you don’t see it in the sidebar under Monitor, talk to your 3RD contact.

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What you’ll see

The page reads top to bottom, from the market to the individual ad.
1

The market

Three figures for the period, each with its change against the prior window: Advertisers in market (brands seen running an ad on your prompts), Ads surfaced (how many ads we saw, counting a carousel once, not once per product), and Prompts with ads (the share of your prompts that showed one). Below them, Ad presence over time charts the share of your tracked prompts showing an ad week by week, and Ad share by advertiser ranks the advertisers by their share of the ads seen.
2

Ads by topic

Your own ground first, with a Topics / Prompts toggle. Topics lists Topic (with how many prompts it tracks), Advertisers and Your ad share. Prompts drops to one row per prompt: Prompt, Topic, Advertiser, Mentioned (whether you were named in the answers the ad ran beside) and Ads.
3

Ads on your prompts

The ads themselves. Advertisers gives one row per brand: Advertiser, Ad share, Creatives, Topics, Market. All ads gives one row per creative instead: Creative, Advertiser, Ad share, Times seen, Market, First seen.
Rows open a panel on the ad itself: its ad share and times seen, the creative as it was served, and the prompts it ran on with where a click sends people. From there, View answer opens the AI answer the ad appeared beside, with the placement shown in the slot it held. One answer carries at most one ad, so each response shows a single placement.

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Period and filters

The page header carries four controls, left to right: the date-range picker, then three multi-selects, Advertisers, Topics and Market. The date range sets the window every section reads. It is the same picker as on the other dashboard pages, so “vs. prior period” always means the window immediately before the one you’re looking at. The three filters apply to every section at once and live in the URL, so a filtered read is worth linking to. An empty selection means unfiltered, the same as selecting everything. If a filter combination has no ads, the page says so explicitly rather than reading as empty: ads were observed in the window, just none matching the selection.

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Reading it well

  • An empty page is a finding. “No competitor ads observed yet” means nothing bought a sponsored placement against your tracked prompts in that window. Where we have seen one before, the empty state names the date of the last placement observed.
  • Ad share is share of sightings, not spend. We see placements, not budgets, so treat it as presence rather than money.
  • Untracked advertisers matter. Brands turn up in paid answers that aren’t in your competitor set. A new name buying against your must-win prompts is worth adding in Settings.
  • Market is where the ad was served, by observed exit country, so a rival can be absent in one market and dominant in another.

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What to do about it

  • A rival buying prompts you already lead organically is defending against you. Note it, but don’t panic-buy the same question.
  • A rival buying prompts where you’re invisible is the real gap. Those are the prompts to take to Ads as a buy, or to Playbooks as organic work.
  • Ads on your branded prompts, questions that name you, are worth acting on quickly: someone is intercepting demand you generated.
  • Ads — buy placement on the prompts where you’re weak organically
  • Visibility — the organic picture the paid one sits on top of
  • Playbooks — the organic plan for prompts you’d rather win than buy