Facebook Yelps

Facebook’s new advertising model includes publication of activity from partner sites in news feeds. Their official list of affiliates does not include Yelp, but tonight, I had a little DHTML “toast” pop-up inform me my latest review would be shared on my Facebook profile.

A little investigating shows that this was pulled off via a JavaScript include, http://www.facebook.com/beacon/beacon.js.php and there’s already a bit of kerfuffle about it.

It does appear that authentication is being handled entirely via facebook.com cookies, and participating in this integration requires they recognize your site as a registered source.