Al Lustgarten to Chair MASC: A Strategic Bet on Media Sales Innovation
Matrix Solutions just handed the reins of the Media Ad Sales Council (MASC) to someone who knows the ropes—and how to tighten or loosen them when needed. Al Lustgarten, a media industry veteran and former SVP of Technology and Information Services at Hearst Television, has been appointed Chair of MASC, effective August 1, 2025.
This isn’t Lustgarten’s first rodeo with MASC. He’s one of its founding members, and now he’s returning to shape its future direction at a time when the media ad sales landscape is being rewritten by automation, convergence, and a renewed push for inclusivity.
Why This Matters
At its core, MASC was founded by Matrix Solutions to steer the media industry toward operational modernization. Think of it as a think tank with teeth—bringing together seasoned executives and forward-thinkers to tackle legacy inefficiencies head-on. Its mission: to bridge the widening gap between traditional sales practices and today’s tech-infused, data-driven models.
Al’s appointment isn’t just ceremonial—it’s strategic. With decades in media tech and leadership, he’s uniquely positioned to guide the council as it wrestles with one of the most defining shifts in the industry: aligning media ad sales with evolving consumption patterns and cross-platform buying behavior.
“Al’s appointment as Chair of MASC is a testament to the strength of his leadership and his passion for driving positive change,” said Mark Gorman, CEO of Matrix Solutions.
What’s the Game Plan?
Under Lustgarten’s leadership, MASC plans to double down on initiatives that have already started shifting industry conversations—from static legacy systems to agile, integrated ecosystems.
Among its recent activities:
- Media Ad Sales Summit – A hub for knowledge exchange and trend-spotting.
- Candid Conversation Series – A space for unfiltered discussion on pressing issues like diversity and operational efficiency.
- Transformational Leadership Webinar – Where Lustgarten recently stressed the importance of emotional intelligence in managing disruption—a trait sorely needed as media orgs undergo constant flux.
In Lustgarten’s own words:
“MASC has already achieved so much in advocating for innovation at an industry level, and I’m thrilled to take on this leadership role.”
His focus moving forward? Continuing to push for scalable, inclusive models that work across traditional and digital platforms—and ensuring media sales professionals don’t get left behind in the algorithmic dust.
Reading Between the Lines
The timing of this leadership transition isn’t incidental. As programmatic grows, streaming accelerates, and media buyers demand greater transparency, MASC’s ability to unify fragmented workflows will be more critical than ever. Al Lustgarten brings not just industry know-how but also a human-centered leadership style that’s becoming increasingly valuable in a hybrid media environment.
What remains to be seen is whether MASC can extend its influence beyond ideation into measurable implementation—turning conversation into conversion for an industry on the cusp of systemic change.
