The agreement for this acquisition deepens Incubeta’s Google capabilities, adds specialist talent and sharpens its position as one of APAC’s leading digital marketing partners
Incubeta has announced the agreement for the acquisition of XPON’s Google Marketing Platform (GMP) and Google Cloud Platform (GCP) business, Datisan. XPON is an Australian marketing technology, cloud and software solutions consultancy with an established enterprise client base across the APAC region. The move accelerates Incubeta’s expansion across the full Google stack and strengthens its position as one of the region’s most capable Google partners.
The acquisition brings with it a highly skilled local team with deep expertise across GMP and GCP, an expanded portfolio of flagship clients and capabilities that directly complement Incubeta’s existing performance, creative and data offerings.
“This acquisition of Datisan is a deliberate step in a clear growth strategy,” said Lani Cummins, APAC CEO, Incubeta. “We’re bringing in brilliant new brands, welcoming a team of specialists who genuinely complement what we’ve built, and deepening our capability across the full Google stack. For our clients, current and future, this means deeper expertise, broader reach, and a tangible signal of our commitment to showing up as the best possible partner in the market.”
Datisan’s business capabilities include:
- Advanced Google Marketing Platform reselling, implementation and management, spanning Campaign Manager 360, Display & Video 360, Search Ads 360, and Analytics 360.
- Google Analytics 4 (GA4) strategy, migration, and ongoing optimisation for enterprise-scale measurement.
- Google Cloud Platform reselling and services, including data infrastructure, BigQuery integration, and cloud-based marketing solutions.
Together, these capabilities strengthen Incubeta’s ability to connect data, technology and media activation into integrated systems that deliver measurable growth, helping brands outperform targets and unlock new levels of marketing performance.
Jacques van Niekerk, Group CEO, of Incubeta commented “Guided by our vision to lead in AI-powered marketing, we’re building capabilities that are fit for the agentic future; that will provide our clients an edge to outperform. Welcoming this team and their expertise into Incubeta will further enhance our ability to leverage Google’s ambitious Marketing, Cloud and AI capabilities to the benefit of our clients.”
Alongside the expanded client and capability offering, the acquisition brings a series of structural changes that reflect Incubeta’s broader ambition to grow its presence across the APAC region.
“The divestment of Datisan is a pivotal strategic step for XPON. We have built an outstanding business in Datisan, and Incubeta is an ideal home for the team and their clients,” said Mark Simari, Chairman, XPON Technologies Group Limited. “For XPON shareholders, this transaction delivers meaningful capital, clears the path for us to invest with conviction in our Wondaris AI Marketing Platform, and provides the financial flexibility to pursue our AI-focused M&A strategy. The Board is unanimous in its support and looks forward to presenting full details to shareholders in due course.”
XPON was advised on the transaction by Latimer Partners.