Each day we provide a roundup of five stories from around the Web that our editors read and found noteworthy. Follow us on Twitter for updates throughout the day @digiday.
Kindle Fire Ad Impressions Growing Quickly:Kindle Fire is hardly an iPad killer, at least yet. It’s still destined to carve out a niche and is already proving yet another place for digital ads. According to data from mobile ad firm Millennial Media, ad impressions on the Kindle Fire have been growing steadily at a rate of 19 percent a day, slightly outpacing the number of impressions it served to Apple’s iPad when it launched in early 2010. Of course the Fire is entering a very different market almost two years on, but the impression rates at least suggest that Fire users will consume just as much content as their iPad-wielding counterparts. PaidContent — Jack Marshall @JackMarshall
Big Data Hype Machine: Pundits love big trends, and none was bigger in 2011 than big data. A slew of startups emerged promising to help brands, retailers and publishers handle the flood of data flows that emerged from ad technology that rendered deep, granular insights into consumers’ behaviors. The problem with the big data trend was that it created a lot of point solutions that made analysis and content optimization messier and eventually less efficient. At the end of the hype train tracks, there’s a big cliff: what to do with all of this stuff. Big data should mean better values for clients: sharper insights on what consumers want and better targeted ad campaigns that eventually produce a discernible result: brand lift or a sale. VentureBeat
–Carla Rover @carlarover