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Marketing - the Publisher will take care of the pre and post marketing tasks for a sales %. This is useful early in the game, since you dont need to hire marketing team, and spend money on them. Also, early on you are releasing the first product in the IP chain, which is unknown and it takes time to Market it properly yourself, so using a Publisher for Marketing makes even more sense.
OS Exclusivity - If you choose this option, the sales % taken for Marketing will be reduced (around 3-5% lower), but you will not have an option to port that software to other Operating System.
Funding - I thought this was a sum we get monthly from the Publisher, but it's not. This is a lump sum of money that you will receive when starting project, taking also sale % on the release. Since it is usually few 10k, it is not worth the sale % taken later, and this money can be generated from the Contracts more easily.
I've never used Funding Publisher, and I never use OS Exclusivity, but until I have 10 mill $ and move to my own lot and new building, I always use Marketing Publisher so I don't have to deal with it.
To me, printing Publisher is the worst option, since basically it is ordering products instead of us, and with taking also percentage, reduce the profit. It takes small amount of time to learn how much products are sold, at which point in game, so Ordering more than needed is better than paying someone to ensure you have enough stock.