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"The retailers tell us that about one-third of the people doing direct-to-card are new to couponing," says Robert Drescher, the chief executive of Cellfire, a digital coupon company in San Jose, Calif.
Digital coupon use, on the Web and on cellphones, is also growing.
The company charges a small transaction fee to the manufacturers when someone prints a digital coupon.
An estimated 92.5 million Americans redeemed a digital coupon in 2012, up 4.9 percent from 88.2 million in 2011.
For example, a company can attach a pass (a file with a.pkpass extension) for a digital coupon or ticket to an e-mail message.
In the digital coupon realm, Catalina executives "are playing come from behind, which they're probably not used to," Mr. Schmidt said.
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It also stores digital coupons, loyalty points cards and Groupon-style special deals.
As that largely disappeared, digital coupons have become "a significant percentage of our spending," he added.
Google will give merchants simple Web tools for making digital coupons.
Digital coupons typically must be printed and physically turned in at a store.
But digital coupons are also spread across many Web sites, just as ads are.
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