Price
The product pricing has to be competitive. This has to factor in various elements like competitor pricing, market share, customer demographics, publishers etc. If a premium is to be charged, it has to be backed by logical reasons like – publisher repute, exposure required, level of anti-malware protection that Microsoft offers compared to competitors, type of display etc. Differential pricing approach can be employed. This would include difference in pricing for a corporate user vs. a personal user, location of the user, past transactions with Microsoft Advertising, reputation score of the user, targeted customer group for the user etc.