Above the fold is the part of a page visible on screen as soon as it loads, without scrolling. The term comes from print: it meant the top half of a newspaper’s front page, visible once the paper was folded, where the most important story was placed. The size of this area depends on the device, resolution and browser, so a phone fits far less into it than a monitor does. In website and landing page design it is a place of particular importance: it grabs attention first and decides whether a user stays and scrolls on or leaves. That is why the key message and the main CTA usually go here. In advertising, above the fold was once one of the main criteria for pricing ad space, and even today, despite the dominance of programmatic, it affects viewability and ad effectiveness.