What does 'Below the Fold' imply in online advertising?

'Below the Fold' in online advertising refers to content (including ads) that is not immediately visible to the user when they first land on a webpage. Instead, this content requires the user to scroll down to view it. This term originates from print media, where important content is often placed above the physical fold of the newspaper, ensuring it is seen without any effort from the reader. In the context of digital advertising, ads that are placed below the fold may have lower visibility and, consequently, potentially lower engagement rates compared to those placed above the fold, which users see without any action. Therefore, recognizing this positioning is crucial for advertisers aiming to optimize ad placements for maximum visibility and effectiveness.