Bit.ly didn’t wait long before striking back at mighty Google. Late Monday, the company announced that it will begin creating custom URLs for a number of Web sites and publishers, including Microsoft’s Bing search engine, The New York Times, Associated Content, The Huffington Post, The Wall Street Journal, The Onion and Meebo.

The custom URLs will begin rolling out on Bit.ly’s partner sites tonight and continue to deploy over the next several days.

“How we share information on the Web is rapidly changing,” said John Borthwick, chief executive of Betaworks Studios, the New York technology incubator that developed Bit.ly. “Bit.ly aspires to be the most open and scaled platform for sharing available.”