A distributed generation of coupons system and method is described. One example develops a campaign having a set of rules at a campaign management system. in addition, a communication channel is established between the campaign management system and a coupon generating subsystem. The campaign having a set of rules is provided from the campaign management system to the coupon generating subsystem via the communication channel. The coupon generating subsystem is authorized to independently generate a coupon based on the set of rules of the campaign without requiring communication between the coupon generating subsystem and the campaign management system.