How MediaMath and Parrable Increased Spiceology’s Retargeting Addressability by 60%


Spiceology, a privately held company that sells spices and seasonings to consumers and chefs at scale in the United States and globally, wanted to find a way to increase its retargeting addressability


How to retarget users after third-party cookie deprecation. Over 30% of Spiceology’s users visit from Safari and Firefox browsers that do not allow third-party cookies by default. As Chrome will stop allowing third-party cookies by 2023, Spiceology needed to find a way to continue driving addressability in a privacy-compliant way.


MediaMath partnered with Parrable to deliver an addressability solution. Parrable is an identity solution designed to enable monetization for publishers while providing transparency and control for consumers. Parrable’s javascript/onboarding pixel was implemented on Spiceology’s landing page(s). Parrable then used its consent-based identity solution, which is compliant with the GDPR, CCPA and NAI, to build a pool of anonymized devices coming from Safari, Firefox and Chrome browser sessions. MediaMath’s integration with Parrable enabled Spiceology to use this audience file to identify available ad impressions and bid for them across all browsers. The integration enabled Spiceology to retarget these devices programmatically across Safari, Firefox and Chrome.


  • +60% retargeting audience growth
  • MediaMath’s platform helped Spiceology identify and retarget 60% more of their site visitors with Parrable’s identity solution. 
  • This increase created a commensurate increase in revenue generated with positive Return on Ad Spend (ROAS). 
  • Spiceology is now creating profiles and retargeting shoppers using Chrome, the most popular browser.
  • MediaMath’s future-proofed platform coupled with Parrable’s identity solution will allow Spiceology to maintain its ability to retarget users anonymously across all browsers, preserving its ability to reach, convert and measure online shoppers after third-party cookie deprecation.


From humble beginnings at Spokane area farmers’ markets in 2013, Spiceology has grown to become the fastest-growing spice company in the U.S., listed on the Inc 5000 for four years in a row.

Spiceology‘s founders, executive chef Pete Taylor and food blogger Heather Scholten, saw a stale spice and seasoning market ripe for disruption: chefs and home cooks lacked easy access to unique ingredients and blends that could bring an extra dose of magic to their cooking.

Pete‘s first blend, Smoky Honey Habanero, put Spiceology on the map with its smoky-sweet heat that brightens every dish. It remains a bestseller to this day, but it‘s now joined by nearly 300 original blends and core spices, such as chiles, herbs, salts, confections, fruit and vegetable powders.