I think the display.php must return the xml or json, and you must put the last database id in the xml, and your ajax request must send the last id record that they have:
display.php xml
Code:
<data>
<rowsdata>your data in here</rowsdata>
<lastid>10</lastid>
</data>
And in the html view model you can put this
Code:
<div id='showtheresult'> <!-- we will use this div for getting the result -->
your html code for show
</div>
In javascript when success get the result from display.php you can use
Code:
$("#showtheresult").append("the rowsdata value from xml");
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