The Eddystone-URL frame broadcasts a URL using a compressed encoding format in order to fit more within the limited advertisement packet.
Once decoded, the URL can be used by any client with access to the internet. For example, if an Eddystone-URL beacon were to broadcast the URL https://goo.gl/Aq18zF, then any client that received this packet could choose to visit that url.
The Eddystone-URL frame forms the backbone of the Physical Web, an effort to enable frictionless discovery of web content relating to one’s surroundings. Eddystone-URL incorporates all of the learnings from the UriBeacon format from which it evolved.