“The Fold”

Chris Fahey on “the fold”:

In fact, we should start thinking of “the fold” as something other than a hard line with an “above” and “below” portion, and we should stop thinking of the vertical positioning on a page as equivalent to priority. Scrolling up and down through a web page is a fundamental aspect of the web user experience, and there is much more to it than simply seeing what’s on top and then gradually seeing everything else (emphasis added).

I have no doubt that this is increasingly true, but wonder why ads are consistently placed “above the fold”. Is this just a remnant of this older thinking, or do they perform significantly better there?

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