There can be more chances in mobile due to screen size that the ads are not view able to the user but have been delivered successfully , in this case as per the latest update by IAB such impressions should not be considered and should be filtered . As such impressions for ads that are reasonably known not to have been viewed should not be counted as valid ad impressions .

Thus display filtering is the filtration of those impressions which were delivered but were not viewed by the user !

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