Above the fold, translated into Italian as “sopra la piega” is the content displayed as soon as the website is opened, without the need to use the vertical scroll bar.
The name has origins linked to printing because the above-the-fold content was that content which the reader could see simply by holding the newspaper folded, without needing to unfold it. Typically, that section was dedicated to sales content.
Today in the digital world, that section is contained in search engines and includes the most interesting advertisements.
The ads located in the above-the-fold area have an optimal placement, and therefore achieve a high CTR (Click-Through Rate) compared to those present in the below the fold, but they have a higher cost for the advertiser.
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