The marquisate originated from Alberto del Vasto, a descendant of the Aleramici who had been exiled to southern Italy; here he helped Roger II of Sicily against the rebel baron, and was made count of Gravina.

He died in 1181 during a battle, in which his son was also severely wounded; Alberto's wife, Domicella, acted as regent.

In 1189 she imprisoned two ambassadors of the Republic of Genoa, a feat which caused emperor Henry VI to transfer her fiefs to Boniface I of Montferrat; she was however able to keep her lands by allying with the commune of Asti.

During the Angevine wars in Piedmont of the 14th century, the marquisate of Incisa found itself in a dangerous situation, being forced to recognize the authority of Montferrat.

The latter renounced to Incisa in 1548 in exchange for the territories of Camerana and Gottasecca in favour of the Gonzaga family of Milan, who were also namely marquisses of Montferrat at the time.