Case Study: Spiceology boosts retargeting reach and revenue with Parrable and MediaMath

Spiceology Departs Third-Party Cookies to Get a Larger Slice of the Pie

Spiceology, a chef-owned producer of spices and ingredients, faced the challenge of targeting consumers after third-party cookies, a key source of its advertising data, were being phased out by major web browsers. To continue driving addressable, privacy-compliant growth, they partnered with vendor Consumer Goods Technology and implemented a solution using Parrable's consent-based Javascript/Onboarding Pixel, which was integrated with MediaMath's demand-side platform.

The solution from Consumer Goods Technology and its partners involved placing Parrable’s pixel on Spiceology's landing page to build an anonymized pool of devices for retargeting. This provided immediate results, granting visibility into 60% more consumers and creating a commensurate increase in revenue from retargeting. The implementation successfully future-proofed Spiceology's advertising, allowing it to reach and convert shoppers across all browsers without third-party cookies.

Spiceology

Chip Overstreet

Chief Executive Officer