New Tool From AirOps Looks At Search Performance From Every Angle

Recorded: Jan. 27, 2026, noon

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New Tool From AirOps Looks At Search Performance From Every Angle | AdExchanger

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Home Platforms New Tool From AirOps Looks At Search Performance From Every Angle

Platforms
New Tool From AirOps Looks At Search Performance From Every Angle By Joanna Gerber

Tuesday, January 27th, 2026 – 6:30 am
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The rise of generative AI search can be both a blessing and a curse for advertisers.
On the upside, AI search engines form a new channel for brands to connect with consumers, potentially without increasing their ad budget. But AEO or GEO (as this sequel to SEO is often called) also requires a new understanding of how chatbots work and how brands and products will be represented by these AI intermediaries.

There is “no single data source” that can determine exactly how well a page performs across different forms of search, said Alex Halliday, CEO of AirOps, a generative AI platform that helps brands improve their search visibility and strengthen their content.
AirOps’ newest product, Page360, is designed to help brands update content based on how their media or products appear in traditional search, AI search and online community forums, such as Reddit, Pinterest or Quora (which inform AI models).
The product name is a nod to the tool’s purpose: giving advertisers a full, 360-degree view of their performance.
Out with the old …
Appearing in AI searches has become an “urgent priority” for brands, said Halliday, since more and more people are using AI for shopping advice, particularly when it comes to high intent and high consideration purchases.
But best practices for showing up in search are constantly evolving – not to mention the fact that new data or trends within an industry should also inform a brand’s content.
When there is “so much new stuff coming out all the time,” it’s incredibly challenging to figure out what content updates to prioritize, said Swapna Dhamdhere, content marketing lead at contract management company Ironclad.
Ironclad is using Page360 to revamp hundreds of pages of old content to better suit AI agents’ preferences (i.e., clarity, brevity and citations) and revise outdated information, Dhamdhere said. “Everything needs to be refreshed,” she said, “and there’s only one of me.”
Page360 tracks a page’s traditional Google search rankings in addition to what AI queries generate responses that cite that page.

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AirOps’ previous products focused primarily on helping advertisers show up in AI search. With Page360, said Halliday, the goal is to expand beyond just AI search and help advertisers answer the question, “What is the relationship between my content, Google Search and AI search?”
… In with the new
Page360 features several AI personas, which collect AI search data by auto-prompting different AI chatbots (ChatGPT, Gemini, Claude, et al.) with common questions about a brand or that might return the brand in their response. AirOps combines the data collected by the AI personas with an advertiser’s first-party Google Search ad data and information from web server logs that show what pages the chatbot has cited. From there, advertisers can determine what changes they want to make to existing content and develop ideas for new media moving forward.
The analytics “guide our content calendar and give us a direction,” said Dhamdhere. The data provides more detailed insights, she said, like realizing that prospective customers may be more interested in contract metrics vs. contract types.
“Traditionally, we’d have to go across, like, five different platforms” to understand the full picture of Ironclad’s audience engagement, said Dhamdhere, from the prompts they’re using to the topics they care about to their preferred search engine or chatbot.
The Page360 workflow imports Ironclad’s old content from WordPress into its content management system. The system uses keywords to determine the overarching subject matter and searches the web (along with Ironclad’s internal reports) for relevant, up-to-date research on the topic – in this case, contract law. Page 360 then generates a new brief, rewrites the content and pushes the new media to Ironclad’s CMS.
There are human review checkpoints throughout the process, Dhamdhere said. And once the final version is approved, it’s pushed onto the site.
Dhamdhere certainly doesn’t feel like she’s missing out by handing off the task. SEO content can be “so boring,” she said. It’s “not fun to write,” she added, but having updated content is crucial, especially as new forms of search gain traction.
By offboarding tedious tasks to agentic tools, Dhamdhere said, she and her team can instead “focus on real editorial fun.”

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AirOps’ new tool, Page360, represents a significant shift in how brands approach search performance in the age of generative AI. The core concept, articulated by AirOps CEO Alex Halliday, centers on a “360-degree view” of a brand’s presence across various search landscapes – traditional Google Search, burgeoning AI search engines like ChatGPT, Gemini, and Claude, and even online community forums such as Reddit, Pinterest, and Quora. This expanded perspective is driven by the urgent need for brands to understand how AI agents are utilizing these new search channels to inform their customer journeys.

The challenge, as highlighted by content marketing lead Swapna Dhamdhere at Ironclad, is the sheer volume of rapidly evolving data. Brands are grappling with the constant influx of new trends and information, making it incredibly difficult to prioritize content updates effectively. Page360 directly addresses this complexity by automating the process of monitoring a brand’s performance across multiple search formats.

The tool’s workflow begins with data collection. AI “personas,” essentially automated chatbots, are utilized to query the various AI search engines with common brand-related questions. This data is then combined with Ironclad’s existing Google Search ad data, along with web server logs, to generate a comprehensive view of brand engagement. This information is then fed into a process of content revision. As Dhamdhere explains, the team at Ironclad is focused on refining content to align with AI preferences – namely, clarity, brevity, and the inclusion of citations. They are essentially rewriting outdated material to better suit the needs of AI agents.

Page360’s architecture is designed to streamline this process, automating the initial data collection and iterative content adjustments. The tool incorporates “human review checkpoints” throughout the workflow to ensure that changes align with strategic objectives. Ultimately, the revised content is pushed onto Ironclad’s website.

The team at Ironclad recognizes the potential for AI to shift the focus away from traditional SEO—specifically, focusing on optimizing for specific search engine rankings—and instead emphasizes understanding the broader relationship between a brand’s content, Google Search, and AI search. This represents a move toward a data-driven approach to content strategy, guided by real-time insights into how consumers are interacting with information across different channels. Dhamdhere’s perspective on shifting from “boring” SEO content to a more focused, AI-informed approach represents a key element of this transformation. The tool essentially acts as an agentic assistant, allowing content teams to concentrate on more strategic editorial tasks.