Since as long as we can remember, The Search Monitor has been helping marketers to coordinate SEO and SEM efforts with reporting areas like SERP Share (since 2015!) which grades SEM & SEO performance against competitors, by keyword, to show the entire page real-estate in a singular view. From these reports, SEM marketers have been able to make optimization decisions such as when to run ads, when to turn ads off, and to grade their overall SOV against the entire market landscape.
As an expansion on SERP Share, in early January 2023, we released a new reporting area called Ad Armor.