Fold

Owned by Reagan Smith
Last updated: Feb 20, 2024 by Hayley Stephens
1 min read

Fold represents where an advertisement displays on a user's webpage. The term "fold" comes from newspapers, which are often folded in half so the more important stories are visible on the top. In the digital world, anything displayed on the top half of a webpage—that does not require the user to scroll to view it—is considered above the fold

 

  • Above - When the creative will be displayed above the fold and users do not have to scroll to view it

  • Below - When the creative will be displayed below the fold.

  • Unknown -When the creative position is not known by us (not disclosed by the publisher)

 

Fold for Connected TV (CTV - Streaming TV)

In short, fold placement is not a field you need to analyze in CTV and with CTV-like content on other device types (FEP/OTT).  Fold insinuates the ability to scroll up/down on a page with similar content also living there.  Since CTV content is always full-screen, there is naturally no fold to scroll past.  Most CTV publishers do not even pass back a fold signal for that reason (this populates as “Unknown” in MyReports) and the few that do should always be Above.