eldavojohn writes "The Sultan of Search is unveiling a new service (currently only available for Google Toolbar and Feedburner) that will tackle a very old problem usually solved by bit.ly or tinyurl — URL shortening. Now, we've heard cries for sanity to prevent potential issues (like what if tr.im had shut down and broken millions of links?) but with one of the goliaths of the industry jumping in the ring it looks like URL shortening is here to stay. And a quick note for people who enjoy privacy, goo.gl explicitly states: 'Please note that Google may choose to publicly display aggregate and non-personally identifiable statistics about particular shortened links, such as the number of end user clicks.' You didn't think Google was going to sit back and let bit.ly harvest juicy data on 2.1 billion links that were clicked in November without trying to corner some of that action to make their ad suggestions more accurate, did you?"
Google's shortening service is called Goo.gl