A coupon publisher, also called a voucher-code site, promotes discount codes and deals from advertisers, earning commission when a customer uses their tracking link to redeem a code and complete a purchase. Coupon publishers typically attract customers already close to buying and searching specifically for a discount before checkout.
A shopper adds items to their cart, then searches 'brand name discount code' and lands on a coupon site. Clicking through applies a 10% code and sets the site's tracking cookie, earning the coupon publisher commission on the resulting sale.
Coupon poaching – where invalid, expired, or unauthorised codes are listed and still processed at checkout – along with low incrementality, since many customers using coupon sites were already going to buy and were simply seeking a code, meaning the discount can erode margin without adding new revenue.
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