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The new coupon functionality you can replicate with tools like Honey. In some cases, those will provide you with more robust and comprehensive features. However, with native functionality, you can ...
Maybe Widgets.com and WidgetStorage.com have a deal in which WidgetStorage.com will accept coupons from Widgets.com in exchange for traffic. Widgets.com could issue JWS giving Bob a 10% discount on the WidgetStorage.com site. Again, because the data is signed, WidgetStorage can know that Widgets.com emitted this.