Above the fold

A/B Testing: When you compare different versions of digital ads or website landing pages to see which one performs better. An A/B test for digital ads would be running two different versions of ad creative and then measuring which version gets a higher engagement from viewers

The average drop in viewability between above the fold ads and below the fold ads is 84%.  In one eyetracking study the difference was found to be as high as 102%!Above the fold positioning of ads means that the ad appears before someone has to scroll