How would you evaluate upranking Shop ads?

Meta is considering **upranking ads that send users to an in-app Shop experience** (for example, Facebook/Instagram Shops) relative to ads that send users to an advertiser's external website. You are asked to evaluate whether this is a good product and business idea. Please discuss: - What the product hypothesis is and which stakeholders are affected: users, small advertisers, large omnichannel advertisers, and Meta. - What the main benefits and risks are. For example, small advertisers may benefit because they can sell directly on-platform without building a full website, while large brands may prefer traffic to their own site or even offline store visits. - How you would define success metrics and guardrail metrics. Include tradeoffs among user experience, advertiser outcomes, and platform revenue. - How you would design an A/B test to measure the impact of upranking Shop ads. - What sources of bias or confounding could mislead you if you only looked at observational data. - How you would decide whether to launch globally, launch only for certain segments, or not launch at all.