"Project Alamo" was a database of voter information created for Donald Trump's 2016 presidential campaign and an associated fundraising and political advertising operation on social media platforms.
The campaign paid Giles-Parscale as much as $94 million for fundraising, political advertising, and digital media services, including the creation of Trump's website.
A new database of voter information named "Project Alamo" was at the heart of Giles-Parscale's efforts, allowing highly targeted advertising on social media platforms.
The scale of the fundraising and political advertising campaigns on social media was massive, with hundreds of thousands of targeted ads being delivered daily.
Giles-Parscale used targeting tools that are part of the Facebook advertising platform to deliver carefully crafted ads soliciting small donations from specific audiences defined by demographics, interests, and affinities.
"[5] Giles-Parscale targeted fundraising ads through Facebook's "Lookalike Audiences" tool, finding new people with similar characteristics to known Trump supporters based on demographics, interests, and affinities.
The inputs for lookalike targeting included a database of Trump supporters from the campaign as well as multiple data sources from the Republican National Committee.
[12][13] The moniker "Project Alamo" was initially attached to the database of voter information created and used by Giles-Parscale during the 2016 campaign but eventually encompassed the associated fundraising and political advertising efforts as well.