Plug Media Welcomes Robert Webster as Advisor

30 Sep 2024

Plug are delighted to announce that Rob Webster will be joining Plug as an advisor. Rob Webster has been a leader in marketing innovation from the dotcom era to today's AI-driven solutions. He developed pioneering Search optimisation and behavioural targeting platforms for companies later acquired by Yahoo! and AOL. As Chief Strategy Officer at Crimtan, Rob helped shape programmatic advertising by designing DSPs, data platforms, and creative solutions. 

He later founded Canton Marketing Solutions (acquired by Goodway Group), where he guided major brands in adopting Marketing technology in house. During his time with WPP and Mediacom Rob helped convert Marketing technology from a back-office cost centre to an important agency asset and worked with major brands like Sky, Dell, DFS, TUI and Directline.

Rob is the co-founder of TAU Marketing Solutions, an AI consultancy for Marketing, a company within The Fulcrum Initiative (TFI) collective. Rob set up TAU with Andy Stevens to help agencies and brands leverage AI effectively to revolutionise marketing strategies

Rob will support the Plug team in product development - particularly in adopting AI techniques. Having worked in (and founded) a number of MarTech startups, Rob is well-placed to support in scaling the business. 

Here Rob explains why he’s excited about the opportunity…


Why are you joining Plug?

I love working with progressive companies who are always pushing to deliver on the best of what’s new. It helps me learn and is the most rewarding way to share my own knowledge and beliefs. Plug is the perfect fit for that.

I believe that digital marketing can be drawn up into eras: each new era supports new models to grow as the dynamics suit a particular model. I see Plug as just such a company.

I believe digital marketing can be divided into distinct eras, with each era favouring specific models that grow with the new dynamics. I see Plug as a company well-positioned to thrive in this evolving landscape.

Plug has been ahead of the market on Amazon adoption in Europe, which has lagged behind the US. The Plug team are instinctively innovative. Plug sees plans through to execution and optimisation. Their approach includes, not only performance data and powerful targeting options, but also crucial concepts like attention, fraud and sustainability.

This allows them to cut through the space and deliver a higher quality marketing experience.  Now they are leaning in heavily to new technology and AI adoption which, alongside these other factors, positions them for rapid growth.


What really makes Plug stand out for you?

The attitude and their work culture. They are such an enthusiastic and great bunch of people to work with. A mix of seasoned pros and hungry young go-getters. They perfectly mix flexible working with collaboration and are such a happy, positive, proactive group to be around.


Why do you think Plug is well positioned to meet current challenges for marketers?

Because of the way they operate. The Plug team are always looking at how they can apply new techniques to help their clients: not simply as sales vapourware, but to actually deliver better marketing.

They have a very highly-developed skill set forged on decades of experience from the founders, but also young talent in ops, engineering and campaign management.


What is it about your role that excites you?

Developing the new. The freedom to work on ideas around how to make the most of the new opportunities that are constantly emerging. Working with talented people who will get tests live quickly, learn what great looks like and deliver new techniques to their clients. It’s all about sending the ladder back down so talented people can progress.

In a changing world, companies that adapt quickly, move forwards faster. This is a massive ladder for talented people and companies and Plug has a huge opportunity to ride this wave of change and grow.

In my career it’s always been the case that companies that grow are also the most fun and satisfying to work with and that certainly includes Plug.


Welcome on-board Rob. We are all excited to be working with you and look forward to what the future holds!


Plug Media - Your Sustainable Partner in Programmatic Excellence and Innovation