Above the fold
Also called: atf or above the fold
The term "above the fold" originated in the newspaper industry. Because newspapers are folded when delivered and sold separately, an ad is more visible on the top half of the front page than on the bottom part. This results in a higher price above the fold than below 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.
