Advertising software firm WhenU added $15 million from Trident Capital Wednesday to its first round of funding, increasing the amount it has raised over the past three months to $35 million.

The privately held New York company had already raised $20 million in April from private equity firm ABS Capital Partners.

WhenU’s products deliver contextually targeted ads on the desktop. While many similar adware firms have been the subject of privacy concerns, WhenU says it doesn’t engage in any user profiling or in the compiling of any personal information.

“Trident wanted to invest in the fast-growing Internet marketing space, but we also wanted to partner with a firm that… has developed a set of accepted standards that respect the privacy and security concerns of the end user while delivering a valuable experience to all involved,” said Venetia Kontogouris, managing director at Trident.

Five-year-old WhenU is profitable and has a client base numbering 200 to 300 companies, according to WhenU’s CEO Bill Day.

Mr. Day said his company doesn’t need the money to survive but to grow through investments that expand its user base. The investments could be aimed at bringing more products on board, either from within the company or through the acquisition of other companies.

“There’s a fair amount of consolidation going on,” said Mr. Day. “We’re better prepared now—with the capital—to act quickly to participate in it.”

He said WhenU wasn’t actively looking to buy a company. But thanks to the funds it has in its bank now, it wouldn’t need to wait if it did come across one, Mr. Day said.