Below the fold
Also known as: btf
The term "below the fold" originated in the newspaper industry. Because newspapers are folded when delivered and sold separately, an advertisement on the lower half of the front page is less visible than on the lower part. The result is a lower price for advertising space below the fold than above the fold.
Online advertising is also referred to as "above the fold" and "below the fold. The higher an online ad is placed on a website, the more attention it will receive and the higher the price of the ad position. The location of the virtual fold is determined by the height of the visitor's browser window. The portion of the website that is visible without scrolling is located "above the fold. Because the size of screens varies widely, the imaginary fold at a Web site is not an absolute limit.
