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Bit.ly, a URL shortener has acquired Twitterfeed-a service that helps users automatically publish content to Twitter among other platforms.Twitterfeed uses the link shortener service to share content and analyze engagements.

In a blog post to announce the acquisition, Bit.ly CEO said “For years now, we’ve worked closely with our friends at Twitterfeed to enhance their social media publishing tools with branded short links and realtime data. Today, we are excited to announce that we have acquired Twitterfeed, and to welcome both Twitterfeed and its users to the bitly family.”

The publishing workflow provided by Twitterfeed constitutes a core part of the bitly ecosystem, Bit.ly Bit.ly CEO Peter Stern stated. He further said “We are already hard at work with the Twitterfeed team thinking through ways that combine our efforts to make the social web a better place.”

“We bought it because it’s a product, it’s out there, it’s growing, it’s in use,” says Stern, who became CEO in May after the deal had closed. “For the foreseeable future it’s kind of business as usual.”

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Thomas Oppong is the founder @Alltopstartups.