Fold
The term fold originates from the newspaper industry. Because newspapers are folded when delivered and sold separately, an advertisement 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.
Online advertising also refers to above the fold and below the fold. The higher an online ad is placed on a website, the more attention it gets 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.
