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Online advertising service Swoop recently riased USD3.5 million in venture capital, according to a recent filing it had made with the US Securities and Exchange Commission.

Swoop was launched in February to deliver sponsored or advertising-supported content to consumers on the Web. Swoop Chief Executive Officer Ron Elwell told TechCrunch last year that it had dubbed its service platform for online publishers as a way to create "a search discovery experience" on the publishers's site.

Swoop's technology as explained by TechCrunch allowed consumers to view specific information related to primary information that you have initially visited that does not require opening another bowser tab of visiting a site altogether.

The recent round had been supported by its investors including US Venture Partners and Valhalla Partners.

Although no other pertinent information or company update has been disclosed in the filing in relation to the new venture capital funding, Swoop had not changed its services that much since it nabbed USD5 million in Series B investment in November last year. Swoop's Elwell was equally tight-lipped, providing little insight as to where the funding would go toward to. Judging from Elwell's statement issued to TechCrunch last year, Swoop's primary focus would be building out its sales team.

What I can tell you is that based on the results of our early campaigns with large brands we are accelerating the build out of our sales force and that is what the proceeds of the round are targeted for.

" From a technology standpoint we have proven that we can identify current consumer intent, in real time, at scale. We now have over 35M unique monthly visitors across our network of 500+ food centric sites. Our ability to not just identify the consumer interest, but insert our messaging natively into the flow of the content they are consuming, has resulted in a consumer engagement rate of over 2.5% across all of the campaigns that we have run. In addition, we are seeing a post click engagement rate of over 200%, which has really excited the brands and agencies," Elwell wrote in an email to TechCrunch last year.