How Latcha + Associates Drove a 29% Higher Purchase Rate

Explore how Latcha + Associates integrated Basis DSP into their platform as their programmatic buying arm for a Fortune 500 automotive leader, deploying 40,000+ campaigns with 56,000 tags across 385+ dealerships in less than a week.

The Challenge

Latcha + Associates is a Michigan-based, full-service digital agency that specializes in brand strategy, creative development, UX, and relationship management.

While they had pitched and built a marketing platform for dealerships, Latcha + Associates realized it needed a DSP that offers spend control, data-driven automation, and scalability. After securing a leading luxury automotive client, they faced a new hurdle: managing complex media execution alongside 385+ dealerships while maintaining spend control, leveraging individual first-party data sets, and automating processes—all without adding complexity to their existing system.

The Solution: Basis & Latcha + Associates

In 2024, Latcha + Associates partnered with Basis to integrate Basis DSP via API into their proprietary platform and optimize its design for their new Fortune 500 client’s dealership needs. Basis’ Platform Ops team provided technical consulting, referred partner contacts, and clear documentation to ensure a seamless build. 

Basis’ automation flexibilities enabled Latcha + Associates to automate the campaign development process across the dealerships, reducing manual and repetitive work for 40,000+ campaigns. The client can customize and personalize how they’d like to set up the DSP within their platform, giving them more control over what each dealer can access. In addition, Basis’ two-way integration with Google Campaign Manager (GCM) allowed them to seamlessly use and push information from GCM to Basis DSP.

Alongside the platform build project, Basis’ Customer Success team provided educational resources, including a presentation to Latcha + Associates’ client, to highlight what was possible within Basis DSP. To support faster adoption, Basis delivered tailored education—including a Programmatic 101 session for Latcha’s client—and supplied dealer-friendly resources. 

In early 2025, Latcha + Associates launched a pilot run of 7,500 display campaigns across 25 dealerships, followed by a rapid rollout to 370+ dealers in which Basis expedited QA for more than 56,000 tags during this phase. To date, Latcha + Associates has successfully launched and deployed 40,000+ campaigns and plans to expand into streaming audio, connected TV, and digital video for their leading automotive client.

The Results

Since onboarding Basis DSP, Latcha + Associates' clients have seen greater success across their multi-channel campaigns, including: 

• 41% higher service response rate for dealers opted into digital
• 28% higher sales rate with multi-channel campaigns (compared to e-mail)
• 29% higher purchase rate for dealers opted into all channels
• 200% ROAS using digital media with traditional channels vs. e-mail and direct mail only

Why It Worked

1. Tailoring Effective API Connection: Basis DSP’s API offered customization options and clear documentation, allowing Latcha + Associates to customize the DSP to their platform and dealership needs without added complexity.
2. Ongoing Education and Industry Resources: Basis equipped the client and their stakeholders with industry knowledge through AdTech Academy, including a customized Programmatic 101 presentation, empowering their team and providing dealer-facing materials to simplify adoption.
3. Strategic First-Party Data Tools: Basis supported Latcha + Associates’ priority to leverage first-party data for creating models and targeting, ensuring campaigns were highly relevant and aligned with dealer preferences and expectations.
4. Comprehensive Raving Fan Support: The Basis team provided end-to-end support throughout the process, from consulting on the client’s overall tech platform build to the ongoing customer success support to discuss strategies and partner recommendations as needed.

Hear it from Latcha + Associates

“Basis DSP has been a breeze to use. Given the number of campaigns we’re building, it could get overwhelming, but its ease of use has made running these campaigns much more manageable." 
- Senior Digital Media Planner, Latcha + Associates