Facebook could release updates to services within the next several weeks that would allow its more than 500 million members to personalize offerings from news feeds to business and location-based applications, according to sources.
Third-party companies involved with the latest update have been told to have their application programming interface (API) integration ready to go by Aug. 19.
Third-party developers say the API will provide deeper integration through a one log-in toggle that takes members across a variety of applications, similar to Google's OpenID API that allows users to sign in to third-party Web sites using their Google Apps user account.
The ability to seamlessly move from one application to another also provides a clear path for advertisers to target ads. The integration would also fortify Facebook's search feature. The app will likely provide advertisers and companies that have Fan pages on the site with a little extra zing. The services will offer more than a geo-location check-in feature similar to Foursquare.