Matrix Launches MASC, New Advocacy Group Supporting the Advancement of Ad Sales Automation and Convergence

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The Media Ad Sales Council (MASC), comprised of key leaders in the industry, is committed to accelerating the industry’s progression toward frictionless buy-sell workflows and processes

Matrix Launches MASC
“MASC is a step toward convergence and commitment, whereby we are working together as a collective group to foster ideas and solutions that can help move the needle of the industry as a whole, forward.” Mark Gorman, CEO, Matrix.

Matrix, the only global ad sales platform built for media, launches the Media Ad Sales Council (MASC) to aid in advancing the media ad sales ecosystem through automation, convergence, and inclusion. The new group, comprised of thought leaders from across the industry and representing different verticals and viewpoints, will focus on identifying outcomes and workflows that will advance how television will be bought and sold within the next three years. More specifically the group will examine the standard of measurement for all advertising, pinpoint manual buy-sell transactions that can be automated and explore the development of a next-gen independent rep firm platform.

MASC members consist of founders, Mark Gorman, CEO, Matrix and Brenda Hetrick, CRO, Matrix, and contributing members Al Lustgarten, SVP, Hearst Television; Joe Lampert, Senior Program Manager, OmniMedia Solutions Group; Melanie Webb, VP Sales Operations, Tegna; Missy Evenson, VP Sales, Local Media, E.W. Scripps; Brett Adamczyk, VP Finance and Strategy, Cox Media Group; Peter Jones, Head of Local Sales/Sr. Director, Strategic Partners, Premion.

“We recognize that with so many standards, initiatives, and companies all working independently to evolve their businesses and processes for the future, that we are doing a disservice to the industry-at-large and its evident need for convergence – across platforms, verticals, and companies involved in the buying and selling of media advertising,” shared Mark Gorman, CEO, Matrix. “MASC is a step toward convergence and commitment, whereby we are working together as a collective group to foster ideas and solutions that can help move the needle of the industry as a whole, forward.”

MASC will publish position papers, formulated by the group, that identify opportunity and action for moving key deliverables forward that can greatly impact and evolve the way the industry buys and sells television. The group, which meets monthly, will extend viewpoints to be both representative of and beneficial to the entire media advertising ecosystem. Where applicable, members of the group will participate in speaking opportunities and panel discussions relevant to the group’s efforts and progress.

“The traditional media landscape is currently experiencing an unprecedented period of growth and disruption with advancements in technology, data and consumption choices,” commented Brett Adamczyk, VP Finance & Strategy, Cox Media Group. “MASC provides a venue for industry leaders to discuss the challenges and opportunities that are impacting our respective businesses, while also allowing us to collaboratively outline best practices and guidance to best meet the demands of our customers and partners as we evolve.”

“Our company is very much committed to growing the whole pie for the industry, if you will, and MASC is an opportunity for us to make more of a direct impact in doing so. Our members possess a tremendous amount of deep media domain expertise from throughout the ad ecosystem and are just as eager and committed as Matrix to sharing their insights, collaborating, and producing tangible results that accelerate the growth of the industry and our mutual businesses,” commented Brenda Hetrick, CRO, Matrix.

For more information contact Matrix at

About Matrix
Matrix makes media happen by enabling efficiencies and working to uncover revenue so media companies can create content, entertain, and inform. Its flagship product, Monarch, is the only global ad sales platform built for media – transforming chaotic data into actionable sales information that delivers the insights necessary for prospecting, managing, evaluating and closing business. The company manages more than $13 billion in media ad revenue, offering its best-in-class analytics, sales intelligence, media-specific CRM and sales tools to more than 10,000 media sellers to more efficiently manage their workflow. For more information, please visit

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