Users have to interact with an advertised game for 15 seconds in order to receive a reward -- with the ad unit's call to action taking the user directly to the app store to install.

While marketers trimmed customer lists to meet new regulatory requirements for "traditional" channels (like email), mobile app audiences continue to grow.

New rules prohibit the proclamation of violent missions and intentions. Users who break Facebook's "most serious policies" will lose their Facebook Live privileges for periods at a time.

That includes going all-in with publishers in a "clean room" approach, which allows marketers to merge their data with publishers.

A new rule went into effect mandating that retailers use EMV contactless functionality across the board.