Incubeta
Digital marketing consultancy with proprietary media, measurement and creative tools.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Incubeta Holdings International Limited
- Entity type
- COMPANY
- Founded
- 2001
- Headquarters
- 16th Floor, The Bower, 207-211 Old Street, London, EC1V 9NR
- Company size
- 501–1,000
- Market role
- Agency & Consultancy
- Official website
- incubeta.com
What Incubeta does
Incubeta operates a hybrid agency and software-enabled services model. It delivers managed digital marketing services such as programmatic and search activation, creative optimisation, analytics, publisher monetisation and strategy, while using proprietary platforms to improve performance and differentiate its offering. Value is created by combining human advisory work with integrated tooling for attribution, media mix modelling, incrementality testing, search optimisation, creative intelligence and workflow orchestration.
Category differentiation
Incubeta is not a pure-play DSP or standalone SaaS analytics vendor. It is a digital marketing consultancy that combines managed services with proprietary measurement, search, media and creative technology.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Incubeta is a private digital marketing and performance consultancy headquartered in the United Kingdom. It combines managed services with proprietary software across measurement and analytics, media optimisation, search, creative orchestration and publisher monetisation. Its core customers are enterprise marketing teams, performance marketers, creative teams and publishers that buy support for planning, activation, optimisation and measurement of digital marketing activity. The business makes money primarily from service retainers, consulting and campaign execution fees, supplemented by software-enabled engagements and reseller or implementation income tied to marketing platforms such as Google Ad Manager 360 and AdX. Its product set suggests a hybrid agency-plus-technology model rather than a pure SaaS vendor: proprietary tools are used to improve media efficiency, connect creative and revenue outcomes, and deepen analytics within broader client relationships.
Company news briefing
Briefing updated:
Incubeta has completed its acquisition of XPON’s GMP and GCP business and finalized a global leadership transition, appointing Amy Crowther as CEO, Americas and Lani Cummins as CEO, APAC. Building on recent account wins like Screwfix, the agency is expanding its thought leadership and capabilities in AI-driven marketing, generative search, and advanced measurement frameworks.
Business model & monetisation
Incubeta monetises through managed service fees, enterprise retainers and project-based consulting across media buying, creative production, analytics and digital growth services. Proprietary software such as OutMeasure, Seamless Technology, Seamless Search, OutperformBI and creative intelligence tools is packaged within client engagements as SaaS-enabled services rather than predominantly sold standalone. Additional revenue comes from performance-linked fees, implementation and integration work, and reseller or margin income from publisher technology access such as Google Ad Manager 360 and AdX.
- Managed digital marketing services
- Service retainers and project fees
- Proprietary measurement and optimisation tooling
- Software-enabled service contracts and platform fees
- Search and performance media execution
- Media-related service fees and performance-linked pricing
- Publisher services
- Implementation fees, support fees and reseller margin
- Consulting and integration work
- Project-based advisory and implementation
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Service
Technology
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Incubeta Completes Acquisition of XPON’s GMP and GCP Business
Recorded impact score: 2/5
Incubeta announces the completion of its acquisition of XPON's GMP and GCP business, as featured in the latest industry news.
Mastering ChatGPT Ads: How to Win in the Era of Generative Search
Recorded impact score: 3/5
Incubeta's Thought Leadership page now features a new article on mastering ChatGPT Ads, along with several other new articles on AI-driven marketing topics such as SXO, tokenmaxxing, and agentic commerce.
Measure AI Decisions, Not Just Adoption
AI Measurement & Organisational Maturity · Recorded impact score: 2/5
Opinion piece by Amy Crowther (President, Americas at Incubeta) published August 20, 2026, arguing that marketing organisations should shift from counting AI tool adoption to measuring AI-driven decisions and AI maturity. The article contends that true transformation occurs when AI changes how important business decisions are made (not merely speeding or reducing cost), and that sustainable competitive advantage requires data foundations, governance, new skills, and connected decision-making systems rather than isolated AI experiments.
- Article authored by Amy Crowther, President, Americas at Incubeta.
- Published on August 20, 2026.
Screwfix Appoints Incubeta to Its PPC Account in the UK and Ireland
Recorded impact score: 4/5
Screwfix Appoints Incubeta to Its PPC Account in the UK and Ireland
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Principal, Enterprise Growth Sales(Lead) | Sales | United States | |
| UK – Senior Social Executive(Senior) | Digital Media | London, GB | |
| UK – Senior Paid Social Manager(Senior) | Digital Media | London, GB | |
| UK – Senior Search Account Executive(Senior) | Other | London, GB | |
| UK – Senior Programmatic Executive(Senior) | Other | London, GB |
Explore company relationships
Questions about Incubeta
What is Incubeta?
Incubeta is a digital marketing consultancy that combines managed services with proprietary tools for measurement, media optimisation, search, creative performance and publisher monetisation.
Who uses Incubeta?
Its customers are mainly enterprise marketing teams, performance marketers, search and analytics leaders, creative teams, and digital publishers needing monetisation support.
How does Incubeta make money?
It earns revenue from service retainers, consulting and execution fees, software-enabled client engagements, and some partner or reseller income tied to advertising platforms.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
25 publicly documented primary sources and citations linked across the market graph.
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