Above the fold (ATF) inventory has always been in high demand and at a premium. Advertisers want to ensure that their brand creatives are highly visible, located front and center when a visitor lands on a page. It’s assumed that these high visibility slots will also pay high CPMs (Cost Per Thousand), and publishers are often eager to stuff their pages with above the fold inventory in an effort to capture those high CPMs. But are all above the fold slots created equal? Are ATF slots the only way to ensure high CPMs? And are the ads even being seen?