I need help with comparing my product with a competing product

The best way I can describe my new project is "X for Y". e.g. "Uber for Food".

I've seen this tactic used by a lot of SaaS products where competing products carve out a similar proposition with additional features.

It's often very commonly found in paid search campaigns targeting their competitors.

For example if I search for "Slack Alternatives" in Google, one of the top ad's is for https://flock.com/uk/flock-vs-slack/

Does anyone know if there's a clever word for this type of marketing?

I'd like to further understand it's growth and origins, ideally find out peoples experience with this and any other great examples?