“Above the fold” in marketing refers to the portion of a web page that is visible to a user without having to scroll down. The term is borrowed from the newspaper industry, where “above the fold” refers to the portion of a newspaper that is visible when it is folded in half. In the context of digital marketing, above the fold is considered the most valuable real estate on a web page, as it is the first thing that a user sees and is therefore more likely to capture their attention. Placing important content, Call-to-Action, or ads above the fold can help increase the visibility and effectiveness of them. It is also important to note that with the increasing use of mobile devices, the fold may change and it is important to optimize content and ads for different screen sizes.