Google gets into the URL-shrinking biz with

Google ventured into new territory on Monday with the launch of a new URL-shortening service it’s calling

Unlike some existing and high-profile shorteners such as TinyURL and, is not a general-purpose link shrinker that users can access by going to a standalone site. Instead, it’s been built into Google products, beginning with Google’s browser toolbar and its Feedburner RSS service. Both of those services can now create shortened URLs that link to the source content while using fewer characters. This is especially important for sharing on places like Twitter, where there are size limits.

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