In this newly created position, Al will lead the group’s efforts in continuing to advance industry transformation through innovation, automation, and inclusion
Matrix Solutions, provider of the only global ad sales platform built specifically for media, is excited to announce that Al Lustgarten, a founding member of the Media Ad Sales Council (MASC), will take on the role of Chair starting August 1, 2025. Al, a seasoned expert and consultant in the media industry and most recently the SVP, Technology and Information Services for Hearst Television, brings his deep knowledge and vision to lead MASC into its next phase of growth and advocacy for innovation in media sales.
Founded by Matrix, MASC is a collective of thought leaders committed to advancing the media ad sales ecosystem through automation, convergence, and inclusion. The group focuses on identifying actionable outcomes and workflows that drive industry transformation, bridging the gap between emerging technologies and traditional sales models.
"At Matrix, we are committed to leading the charge in reshaping the media industry,” shared Mark Gorman, CEO of Matrix Solutions. “Al’s appointment as Chair of MASC is a testament to the strength of his leadership and his passion for driving positive change. His experience and commitment to the industry will help guide MASC as we continue to advocate for solutions that will transform media ad sales for years to come."
"I am truly honored to serve as Chair of MASC and look forward to working with this incredible group of industry leaders to continue shaping the future of media sales,” added Lustgarten. “MASC has already achieved so much in advocating for innovation at an industry level, and I’m thrilled to take on this leadership role to continue pushing for transformation and inclusion within our industry."
MASC’s efforts to-date have focused on advancing critical topics such as automation in ad operations, the convergence of traditional and digital media, and fostering inclusive industry practices. Key initiatives include the Media Ad Sales Summit and Candid Conversation Event Series, which have become vital platforms for thought leadership and collaboration.
The recent Transformational Leadership in Media Organizations webinar (now available on demand), which Al participated in as a panelist, underscored the importance of emotional intelligence in leadership during times of change. The session highlighted the role of transformational leadership in navigating disruptions within the media industry, emphasizing empathy, strategic vision, and the human element in driving organizational success.
For more information on MASC and its initiatives, visit Matrix Solutions' MASC Page.
About Matrix Solutions
Matrix Solutions is a forward-thinking technology company that empowers the media ad sales industry with intelligence, technology, and expertise. Its flagship solution, Monarch, is the only global ad sales platform built specifically for media, delivering the tools and business intelligence necessary to optimize inventory. Matrix manages more than $11 billion annually in media ad revenue, serves over 10,000 users, and maintains a renewal rate exceeding 95%. The company also founded the annual Media Ad Sales Summit and Media Ad Sales Council (MASC), initiatives that unite industry leaders to advance the future of media ad sales. For more information, please visit matrixformedia.com.
