Above-the-Fold

Definition

The portion of a webpage visible without scrolling, borrowed from newspaper terminology to describe content that's guaranteed to be seen by 23% of visitors.

Example Usage

Our critical CTA is above-the-fold, but since 76% of users immediately scroll past it anyway, it's more of a nice idea.

Origin

Metaphor from print newspaper layout where 'above the fold' content appeared on the front visible when folded

Fun Fact

Modern scrolling behavior has made 'above-the-fold' less important, but people still obsess over it

Source: Web design and UX standards

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contextual advertising

Placing ads based on the content of the page rather than user tracking, showing car ads on automotive sites instead of following users around. It's the old-fashioned targeting approach that's suddenly new again as privacy regulations tighten.

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catalogue

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click-through

The holy grail metric of online advertising—when someone actually clicks on your ad instead of scrolling past it like the visual noise it usually is. Each click-through represents a tiny victory in the war for attention, though whether that click leads to a sale or immediate regret is another question entirely. Measured as CTR (click-through rate), it's the percentage that determines whether your ad budget was brilliant or wasted.

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boost

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