Volume 8, Issue 4 Platform ad archives: promises and pitfalls Paddy Leerssen, University of AmsterdamJef Ausloos, University of AmsterdamBrahim Zarouali, University of AmsterdamNatali Helberger, University of AmsterdamClaes de Vreese, University of Amsterdam PUBLISHED ON: 9 Oct 2019 DOI: 10.14763/2019.4.1421 Ad archives are a novel tool in online advertising governance. They promise significant benefits, but only if their operators address key criticisms. KEYWORDS: Advertising, Micro-targeting, Platforms, Transparency, Politics