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Shares of software maker Rocket Fuel (FUEL), which provides tools to ad buyers, today closed up 44 cents, or 21%, at $2.55, after CNBC yesterday reported that U.S. Republican presumptive presidential nominee Donald Trump has been using the company’s software to track online user behavior and target his pitch, citing software the news channel probed for clues.

As CNBC’s Ari Levyrelates, in a print piece, "CNBC.com learned of the addition by using Ghostery, a browser plug-in that shows all the data tracking tools running on a website […] According to Ghostery, Trump's website is running software from Rocket Fuel and [x+1], a provider of automated ad-buying tools that Rocket Fuel acquired in 2014."

There hasn’t been a lot of coverage from the Street thus far; the only piece I’ve seen is from Citigroup’s Mark Kelley, who has a Sell rating on the shares.

He’s not surprised by all this, and in fact he’s not very impressed, having already factored in some spending by candidates on such tools:

To position itself properly heading into the primaries, FUEL expanded its Washington D.C.-based team to approximately 15-20 people in anticipation of the election cycle. To date, political spend has not met expectations (which is something we heard across the board in our post 1Q16 conversations with ad tech companies) and is likely due to Donald Trump’s lower spending in comparison to other candidates. In a previous press release FUEL noted that Borrell Associates estimated total U.S. digital ad spend of $1B attributable to the 2016 election cycle, and we have previously noted Citi’s expectation that the federal opportunity for total internet media ad spend in 2016 is $450-460M (assuming 75% of the budget is spend in 2016). While we acknowledge this is a clear positive for FUEL and is perhaps some evidence that spending will pick up a bit for the greater ad tech group, political spend is largely baked into our numbers, and we continue to be sellers of FUEL based on our longer-term view of the take rate pressure the company will see as it makes the transition to a self-service offering.

A couple other companies in ad-tech were up merely in line with the market, including TubeMogul (TUBE), up 22 cents, or 2%, to $10.91, and Criteo (CRTO), up $1.29, or 3%, to $42.09.