URL shortening is a technique on the World Wide Web in which a Uniform Resource Locator (URL) may be made substantially shorter in length and still direct to the required page. This is achieved by using an HTTP Redirect on a domain name that is short, which links to the web page that has a long URL. For example, the URL "http://en.wikipedia.org/wiki/URL_shortening" can be shortened to "http://tinyurl.com/urlwiki". This is especially convenient for messaging technologies such as Twitter and Identi.ca which severely limit the number of characters that may be used in a message. Short URLs allow otherwise long web addresses to be referred to in a tweet. In November 2009, the shortened links of the URL shortening service Bitly were accessed 2.1 billion times.

Other uses of URL shortening are to "beautify" a link, track clicks, or disguise the underlying address. Although disguising of the underlying address may be desired for legitimate business or personal reasons, it is open to abuse and for this reason, some URL shortening service providers have found themselves on spam blacklists, because of the use of their redirect services by sites trying to bypass those very same blacklists. Some websites prevent short, redirected URLs from being posted.

Source: Wikipedia

Support for URL shortening was just introduced in Advanced ETL Processor

URL Shortener Transformation Function

 

URL Shortener Transformation Properties

Direct link, no registration required.
 

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