Originally applied to printed media, the term is used to indicate whether a banner ad or other content is displayed on a web page without the need to scroll. In the event of adverts, appearing above the fold is more likely to give higher clickthrough rates. The location of ‘the fold’ within the web browser is dependent on the screen resolution of the user’s computer. With reference to the way in which newspapers are folded and creased, some Web Marketers may also apply the term “above the line”.

See also:
Click Tracking
Above the line