On “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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