#United States #Pittsburgh #Matrix Solutions #MASC #Al Lustgarten

Media Ad Sales Council Welcomes Al Lustgarten as Chair

On August 1, 2025, Al Lustgarten will step into the role of Chair for the Media Ad Sales Council (MASC), marking a significant move for the organization that aims to revolutionize the ad sales process within the media industry. Lustgarten, who has played a pivotal role in media for years, is set to utilize his extensive experience to lead MASC in its mission of fostering innovation and inclusion in ad sales practices.

Background on Al Lustgarten

Lustgarten, a founding member of MASC, brings a wealth of knowledge from his tenure as Senior Vice President of Technology and Information Services at Hearst Television. His involvement in various facets of media equips him to steer the Council's initiatives and drive transformative change.

"Al's leadership signifies a bold commitment to modernizing the media landscape. With his impressive track record, we are poised to tackle pressing industry challenges through innovative solutions," said Mark Gorman, CEO of Matrix Solutions.

MASC's Mission and Goals

MASC was created by Matrix Solutions to serve as a collective voice for thought leaders in the media ad sales arena. With a core focus on integrating automation and inclusivity, the Council aims to redefine traditional sales models by bridging gaps with emerging technologies. Lustgarten's leadership is expected to amplify MASC's efforts in key areas, including:

• - Automation in Ad Operations: Enhancing efficiency through technology to streamline ad processes.
• - Convergence of Media: Merging traditional and digital advertising strategies to create a cohesive marketplace.
• - Inclusive Practices: Ensuring that all voices are represented in the industry's dialogue.

Upcoming Initiatives

Under Lustgarten's stewardship, MASC will continue to host important events, such as the Media Ad Sales Summit and the Candid Conversation Event Series. These platforms are essential for sharing insights and advancing industry thought leadership. The Council's previous endeavors have successfully addressed major industry topics and provided crucial discussions on leadership dynamics in times of change.

Recently, Lustgarten participated as a panelist in the ‘Transformational Leadership in Media Organizations’ webinar, where critical themes like emotional intelligence were discussed. The session highlighted how empathy and strategic vision can guide organizations through turbulent times.

Looking Ahead

Lustgarten expressed his enthusiasm for leading MASC: "I am truly honored to serve and collaborate with an incredible group of industry leaders to shape the future of media sales. Our focus on innovation has already made significant strides, and I’m excited to further push for transformation and inclusion within our industry."

This transition not only signifies MASC's continued commitment to advancing the media ad ecosystem but also showcases Matrix Solutions' dedication to fostering effective leadership within the industry. As the landscape of media continues to evolve, MASC, under Lustgarten's guidance, seeks to pave a path toward a more innovative, inclusive, and automated future in ad sales.

For further details on MASC's initiatives and Al Lustgarten's upcoming plans, visit Matrix Solutions' MASC Page.

About Matrix Solutions

Matrix Solutions is at the forefront of transforming the media ad sales landscape with its comprehensive technology solutions designed specifically for the industry. Their flagship product, Monarch, provides a robust platform to streamline ad sales processes and optimization, managing over $11 billion in media ad revenue annually. The company is also known for its commitment to connecting industry leaders through annual events and the establishment of MASC, ensuring continuous progress in media ad sales innovation.