Above the Fold

In web design and online advertising, 'Above the Fold' refers to the part of a webpage that is immediately visible in a browser window when the page first loads, before the user scrolls down. This concept originated from newspapers, where the most important headlines were placed on the upper half of the front page—literally above the fold.

For advertisers, placing key information, Call to Action (CTA) buttons, or ads Above the Fold is often considered crucial as it's the prime real estate that typically receives the most user attention and Impressions. However, user behavior studies also show that users do scroll, so content Below the Fold is still valuable. The actual 'fold' line can vary significantly depending on screen resolution, device, and browser settings.