What does "Above the Fold" refer to in digital advertising?

"Above the Fold" in digital advertising refers to content that is visible without having to scroll down the webpage. This concept originated from print media, where the most important information and advertisements were placed on the upper half of a folded newspaper to ensure visibility and attract readers' attention. In the context of digital advertising, ads that are positioned above the fold are more likely to be viewed by users, as they do not require any additional interaction to see.

Since visibility plays a crucial role in the effectiveness of digital ads, being "above the fold" typically increases the likelihood that the ad will receive higher engagement rates, making it a preferred placement for advertisers looking to maximize their campaigns' visibility and impact. This highlights the importance of strategic ad placement in online environments.