1. A method comprising, by one or more computing devices of a third-party content provider: sending, from a third-party system associated with the third-party content provider, via a beacon associated with the third-party content provider, the beacon being communicatively coupled to the third-party system, a request to associate with a first client system of a first user of an online social network, the request specifying at least one attribute of the third-party content provider, and wherein: the beacon is associated with a location within a place associated with the third-party content provider, and the first client system is within wireless communication range of the beacon, the first client system being proximate to the beacon; receiving, via the beacon, a first set of social-networking information of the first user, the first set of social-networking information being sent in response to establishment of a wireless communication session between the beacon and the first client system, wherein the first set of social-networking information is based on a set of permissions specified by the first user and the at least one attribute of the third-party content provider; and sending, to the first client system via the beacon, customized third-party content for display on the first client system, the customized third-party content being based on the first set of social-networking information and the first client system being proximate to the beacon.