So much for the flop-haired candidate’s social media-only Presidential campaign. Donald Trump, who’s looking for all the world like the Republican party’s nominee for November’s election (in case you were still wondering what a “presumptive” nominee is), has taken a lot of heat for his hits and misses on social media, including last week’s glorious fiasco praising Scotland for taking back their country despite the majority vote to remain in the EU.

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Now, no longer content (or is it effective?) with just Twitter and Facebook as he initially boasted, Trump’s team has signed on with internet marketing software firm Rocket Fuel to not only track users’ interaction with his messages, but also to target internet users with ads based on a number of different algorithms.

The Republican party as a whole has already been using Rocket Fuel for previous engagement strategies, and had announced earlier that it would be relying on the software platform for all of its 2016 campaigning. That means using this approach in an attempt to secure everything from the White House and Congress down to the runoff race for a small town landfill operator.

Of course, it would be wrong to imply that Trump is turning to ad-tracking like it’s some nefarious attempt at mind control. Democratic nominees and victors alike have already relied on the technology sector to help them understand what issues the public cares about, or rather, what campaign promises voters want to hear, whether they ever come to pass or not. It is interesting, though, that Trump’s team aligns with this software shortly after he fired his campaign manager and brought in some new blood, and after it was discovered that his opponent has nearly forty times the campaign funding in the bank that he does.