The page has enough details to deduce it, I think. My understanding is that the Facebook app will download all of the local ads in the area your phone reports y

The page has enough details to deduce it, I think. My understanding is that the Facebook app will download all of the local ads in the area your phone reports you as being in tied to the beacon ids. Your phone will then display the ads of the beacons it sees nearby. It's actually a bit laudable that they didn't seem to go the route of "report to Facebook all the nearby beacons", although perhaps that's simply not necessary since wifi networks are everywhere and mobile OS'es already do the "heavy lifting" w.r.t. using those for device localization. 1. "The beacons don't [...] change the kind of location information Facebook receives."