1. A method comprising: receiving budget data that indicates an amount to spend, by a coupon provider, on coupon services relating to the issuance of a coupon; receiving redemption data that indicates a number of anticipated redemptions of the coupon; and based on the budget data and the redemption data, computing, by a party that is different than the coupon provider, a particular value of the coupon; establishing the particular value as the value of the coupon in a coupon campaign that is to be initiated by the coupon provider; wherein computing is performed by one or more computing devices.