ATF Explained: What Is Above the Fold?

Above the Fold Meaning

Above the fold refers to the portion of a webpage that’s immediately visible to a user when the page loads, before any scrolling occurs. The term originates from print newspapers, where the most eye-catching stories and visuals were placed on the top half of the front page to grab attention quickly. In today’s digital advertising and web design landscape, above the fold content holds the same strategic value: it’s your first and most important chance to engage visitors.

For ad buyers and marketers, above the fold inventory is high-impact real estate. It’s often prioritized for brand messaging, hero visuals, or call-to-action elements because it gets seen first and frequently drives higher click-through and conversion rates. When you define above the fold placement in your campaign strategy, you're essentially deciding what deserves top billing in a limited, high-value space.

Why Above the Fold Still Matters

Whether you’re optimizing landing pages or managing programmatic ad placements, knowing how to define above the fold correctly is essential. The ATF section isn’t static—it varies by screen size, device type, and user behavior. That’s why responsive design and data-backed testing are critical. High-performing teams use metrics like scroll depth, viewability rate, and conversion lift to fine-tune what content—and which ads—earn their spot above the fold.