7. Nitya Mallikarjun, Microsoft

There are improvements coming to the Microsoft Store which promise to make apps easier to discover and for developers to promote and sell.

The new Microsoft Store Ads will let developers create advertising campaigns for their apps. In the coming months, developers will also be able to create advertising campaigns within the store using Microsoft Advertising. Microsoft said the program is set to roll out “soon,” but developers can sign up on the waitlist now. The ads will also provide analytic reports on how a campaign is performing, once it is live.

Microsoft principal program lead Nitya Mallikarjun made waves when she said the new policies allow app developers to keep 100% of revenues earned through the store when they use their own commerce platform.

“Developers that choose the Microsoft Commerce platform get competitive rachet-downs as well. [That’s] 85% for apps and 88% for games, when distributing through the Microsoft Store,” she said.

Read more from Jeffrey Schwartz’s piece here.