Twitter will develop a native URL-shortening service, potentially causing headaches for third-party URL clipper Bit.ly, the site's current default service. It's also unclear what the move will mean for marketers that have embraced Bit.ly's pro service, which allows sites such as Amazon.com and The New York Times to create branded URL-shortening services -- amzn.to and nyti.ms -- to ensure that clipped links continue to promote their brand.

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