Why does ZiftONE shorten links in my social posts?

ZiftONE will shorten any links to a domain that begins with "oal.lu" as shown in this example below: 

ZiftONE integrates with a service called OneAll and use this service to provide custom, shortened URL's for social post links and to return stats for clicks on those links. "oal.lu" is the base domain of that URL shortener tool.