Protects URL-Shortening Turf with Pro waited a very short time to respond to advances into the URL-shortening arena by Google and Facebook, introducing Pro, which, as reported by TechCrunch, allows established Web publishers to incorporate their brands into their shortened URLs— for The New York Times, for foursquare, for Meebo, for TechCrunch.

According to TechCrunch, publishers will also be able to access an analytics dashboard offering real-time data such as total number of clicks and distribution by geography or referring sites. offered more details on Pro in a post on its blog:

As part of our initial beta program, we’re making custom URLs available to a limited number of large and medium-sized Web publishers and bloggers, including AOL, Associated Content, Bing, Clicker, The Daily Telegraph, foursquare, GDGT, Hot Potato, The Huffington Post, IGN, kickstarter, Meebo, MSN, /Message (Stowe Boyd), The New York Times, OMGPOP,, The Onion, slideshare, someecards, TechCrunch, The Wall Street Journal Digital Network—which includes and—and blogger Baratunde Thurston (

Users and publishers benefit from the additional transparency that this private-label service provides. When you see a short URL like, you know the destination Website before clicking on the link. The service includes all of the features users and publishers have come to expect. Placing a simple “+” at the end of any link (including these white-label, links) takes you to real-time information about that page and how it is being shared: how many people clicked on that particular link, where they came from and more. For publishers, the new service allows them to keep their brand visible while maintaining access to statistics.

We’re also excited to be introducing a unique real-time dashboard that will provide publishers with even more information about their traffic. It’s a real-time view of how a given publisher’s content is being distributed across networks like Twitter, Facebook and MySpace and services like email, SMS and instant messenger.