Ad impressions on the Kindle Fire have grown at an average daily rate of 19 per cent since launch, according to a report from Millennial Media, with a monthly run rate of hundreds of millions of impressions on the device.

The November Mobile Mix report, based on the mobile ad networks campaign and platform data, is focused on the impact of the Kindle Fire. Its growth on the platform has slightly outpaced that of the iPad following its 2010 launch. Millennial say this could be attributed to a lower price point and more mature Tablet market for the device.

Elsewhere, it was a strong month for Apple, with the iPhone remaining the top individual mobile device, while iOS grew 7 per cent in its platform share over smartphones and connected devices.

Ad impressions via a wi-fi network, meanwhile, grew 11 per cent month-over-month, and accounted for 39 per cent of total impressions, with 62 per cent of these coming from smartphones.