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Here is an example of a software that is made for windows and have advertisements.
This is a design decision you make.
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Adware is a serious hindrance to users. Personally, I hate such things and will immediately dump the software at the sight of advertisement banners.
Somehow, coders who put up apps with this kind of advertisement must have a really poor opinion of themselves, to try and make money with adverts instead of selling properly their programs.
That said, Microsoft has an SDK to do what you describe:
I don’t know if Desktop apps such as Xojo’s, even packed into an UWP package, can support it. You will have to come up with declares to tap into the SDK. Or perhaps ask a plugin supplier such as @Christian_Schmitz from MonkeyBread if he could support it.
Proceed with caution.
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Never ever show ads in your application.
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Software marketing is extremely costly and challenging to manage without a partnership and business-like skills.
Indeed, selling anything costs marketing: software, trousers, candles or kitchen sinks 
But you got to realize that acting as a billboard usually does not dispense from marketing efforts. In effect, in app advertising requires huge amounts of distribution volume to be profitable. So back to square one: to make money, you got to find a way to market your free app in huge volume.
Software sales channels are not that many. I notice you posted a Windows app. I have been selling Mac and Windows apps since the nineties on my own web sites, and was lucky enough to launch them when they were still not that many. Yet, I never reached the levels that the Microsoft Windows Store got me simply for signing up, and posting the app. in this model, a big part of the marketing is taken care of by Microsoft, who places the store on every Windows 10 or 11 machine. Trying to get as many users any other would require extremely deep pockets.
I sell my apps under two different models, within the Windows Store: Paid for, which has the advantage of being simple, and freemium (free app). The freemium app is still functional, mind you. It is not a demo, but a much simpler app. For instance Check Writer Basic prints only checks in the middle of the page, in business size. The full version prints checks on top, middle and bottom, in business and wallet size. For the buyer, he can fully test the app, and use it as is. If he wants the complete features, he buys that in the app.
The advantage of freemium is the ticket item. Instead of being a few cents per impression in ad, the buyer spends $29.99 in one shot. Overall, I sell about as many paid for, as in app purchase.
I use Monkeybread Windows Store plugins:
https://www.monkeybreadsoftware.net/topic-windowsstore.shtml
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