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For ads they can verify domain ownership (TXT dns record, or verification file or HTML meta tag served from your domain). For links in Tweets, they can show th

For ads they can verify domain ownership (TXT dns record, or verification file or HTML meta tag served from your domain). For links in Tweets, they can show the actual URL (domain part at least) instead of the t.co shortened URL.

JetSpiegel 7y ago
But not using t.co means Twitter doesn't track every single click on their platform, defeating the purpose.