In-app advertising isn’t just for smartphones and laptops anymore.

With Windows 10, developers can build apps on the Universal Windows Platform that work on a number of devices.

Connected TV’s, tablets, PCs, smart home appliances and wearables all use apps as a part of their functionality now, and the field of connected objects and devices will only grow.

eMarketer predicts that spending on in-app advertising in the U.S. will reach $30 billion in 2016. According to Research and Markets, the global in-app advertising market will grow at a CAGR of 39.97% from 2014 to 2019.

Globally, there are still some areas where the mobile Web is more popular than apps, but that number is shifting. In the U.S., while apps are more popular overall, there are some verticals in which the mobile Web is more popular, like hotel bookings.

“With consumers spending nearly 90% of their on-device time inside applications, it’s clear there’s a massive opportunity for in-app video advertising done right,” stated Zain Jaffer, CEO of Vungle.

That time spent in-app is also compounded by Apple’s iOS ad-blocking announcement that exploded in the news cycle. The conversation made many marketers say they were reconsidering their mobile strategies, and many put an emphasis on in-app advertising.

Per Vungle, it reaches over 200 million consumers each month with 1.5 billion videos in more than 15,000 iOS and Android apps.