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Social media platforms have been trying to be more transparent about thepolitical ads they run on their platforms, because the Cambridge Analyticascandal revealed that political campaigns are using social media on a largescale. One such transparency effort is the Facebook Ad Library, a publicrepository of all political ads run on Facebook and Instagram. This libraryprovides journalist and researchers with data to get a better understanding ofpolitical advertising and microtargeting on Facebook's platforms.Unfortunately, the Facebook Ad Library only provides estimates and basicinformation. This paper analyses political ads in more depth, by examining thethemes that ads are about. We provide a method to match themes to politicalFacebook ads and we apply this method to analyse Facebook ad campaigns ran byDutch political parties during the 2021 Dutch general election.

Theme Analysis of Political Facebook Ads in the 2021 Dutch General Election