Marketing outcomes agency, Incubeta, has officially completed the acquisition of XPON’s specialist Google Marketing Platform (GMP) and Google Cloud Platform (GCP) business.
Building on the initial agreement announced in June, the completed transaction directly addresses a defining friction point for modern marketing and technology leaders: the disconnect between cloud data infrastructure and media activation. By bridging that divide, Incubeta integrates enterprise data engineering, cloud-native architecture, and omnichannel activation into a unified system designed for an AI-first and agentic future.
Alongside the acquisition, Incubeta has announced that Chris Rozic, formerly Chief Growth Officer at XPON, and Matt Daniels, formerly Chief Technology and Security Officer, have transitioned to Incubeta, taking on leadership responsibilities across regional commercial strategy and client expansion. The acquisition integrates an established team of certified practitioners directly into Incubeta’s regional footprint, accelerating its reach across the full Google stack and reinforcing its standing as a premier enterprise partner across APAC.
This acquisition is a deliberate and decisive step in answering what modern brands need next,” said Lani Cummins, APAC CEO at Incubeta. “Together, we are building an integrated, solutions-based agency model designed for an AI-first future. By connecting deep data and cloud foundations with our media and creative capabilities, we can help our clients move seamlessly from core infrastructure all the way through to agentic commerce and customer service. Having Chris and Matt on board provides our clients with immediate continuity as we partner together to drive their next chapter of growth.”
The team brings specialized capabilities that bridge advanced data infrastructure with omnichannel activation, including:
- Google Marketing Platform (GMP): Enterprise-scale reselling, implementation, and management spanning Campaign Manager 360, Display & Video 360, Search Ads 360, and Analytics 360.
- Measurement & Analytics: Google Analytics architecture, migration, and ongoing predictive optimization designed for modern data privacy landscapes.
- Google Cloud Platform (GCP): Cloud infrastructure reselling and consulting, BigQuery data warehousing integration, and custom machine-learning pipelines for marketing transformation.
- AI & Agentic Capabilities: Designing and deploying enterprise Generative Customer Experience and Agentic Commerce frameworks built on Google Cloud infrastructure.
These combined capabilities give brands the technical agility and intelligence needed to convert complex data into measurable commercial performance.
“Guided by our vision to lead in AI-powered marketing, we are deliberately building capabilities that are fit for the agentic future, providing our clients with the edge they need to outperform,” added Jacques van Niekerk, Group CEO of Incubeta. “Welcoming this team and their deep technical acumen into Incubeta significantly enhances our ability to seamlessly connect cloud infrastructure, first-party data, creative and media activation into a single, intelligent solution for our clients globally.”
Chris Rozic, Chief Growth Officer at Incubeta, commented on the milestone:
“Joining forces with Incubeta is an extraordinary outcome for our team, our clients, and the market. From our beginnings as Datisan – where we first built and laid the data, AI, and Google foundations that powered XPON’s Specialist Google and Strategic Services offering – to today, I could not be prouder of how far we’ve come. Combining our deep expertise in AI and agentic capabilities with Incubeta’s global scale creates a powerful united front. As a co-founder, I am deeply grateful for the journey to-date and couldn’t be more thrilled to step into this next phase together, helping enterprise brands unlock their full agentic future with energy, passion, and purpose.”
