Advancing the media ad sales ecosystem through automation, convergence, and inclusion

The Media Ad Sales Council (MASC), founded by Matrix, is comprised of thought leaders from across the industry representing varying viewpoints and focused on identifying outcomes and workflows that can advance the media ad sales ecosystem through automation, convergence, and inclusion. 

MASC at Media Ad Sales Summit

Media Ad Sales Summit  | November 2023

Media Ad Sales Council (MASC) Roundtable

The Media Ad Sales Council (MASC) convened for a town hall-style discussion to highlight the key trends shape-shifting the media industry and where/how advances in automation and digital transformation are impacting media buying and selling for future.

How are rep firms, political advertising, live sports, and the reality of converged advertising impacting the media ad sales transformation? Listen in to the Media Ad Sales Council's (MASC) Roundtable from this year’s Media Ad Sales Summit... here. 

MASC Point of View Insights

TVBR for web

TVBR | October 20, 2023

What Does ‘FAST’ Channel Growth Mean For OTA TV?

Free, Ad-supported Streaming TV (FAST) channels are flourishing with no sign of slowing down. With the potential to reach new audiences and usher in new partnerships, life in the FAST lane holds promise for broadcasters but will most benefit those equipped to navigate the complex array of nuances that accompany this rapidly evolving business...

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MediaVillage | June 6, 2023

Streaming and What It Means to the Business

No longer an industry novelty, streaming is unlocking new opportunities and recasting business models faster than you can grab your remote and settle in for a good binge. As a conduit for video delivery -- as opposed to a content offering in itself -- streaming enables different possibilities for different sectors of the business...

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Cynopsis | January 9, 2023

Modernizing the Media Salesforce

Never has the adage “Don’t look back, you’re not going that way” been more relevant than as it relates to today’s media sales realm. Faced with a shifting business paradigm, a rapidly transforming workforce, and ever-present technology evolutions, media sales executives have little time to lament days gone by as they set their sights on evolving...

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TVNewsCheck | May 21, 2021

The Media Industry Needs A New Task Force For Ad Transformation

The Media Ad Sales Council calls for an industry task force with representatives from both the buy and sell sides and chaired by a neutral party to align on the rapid advancement of new generation ad tech solutions...

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MASC Rapid Fire Insights

Structuring Media Sales Teams for Success
Melanie Webb, Vice President, Sales Operations, TEGNA

Listen in to Melanie Webb, Vice President Sales Operations, TEGNA as she shares her rapid-fire insights on structuring media sales teams for success, given the rapid acceleration of consumption habits that have prompted a media organization’s sales force to evolve from selling a simpler bundle of products and services to a more complex offering including social, streaming, CTV, and OTT.

Transitioning to Selling a Suite of Products
Jennifer Scilabro, SVP, Sales Enablement, Nexstar Media Group

Given the transition to now selling a suite of products, what is the best way to optimize and structure your media sales teams to sell effectively? Listen in to Jennifer Scilabro, SVP Sales Enablement, Nexstar Media Group, Inc., as she addresses not only the challenge at hand, but the opportunity as a result of rapidly accelerating consumer consumption habits.

MASC Founders


Mark Gorman

Brenda Hetrick

Brenda Hetrick


MASC Members


Michael Barbetta
Senior Director,
Revenue Strategy


Becky Meyer
SVP, National Sales


Al Lustgarten
Media Industry Consultant

Blank Logo Template for MASC Website

Jennifer Donahue
SVP, Local

Disney Advertising for MASC website

Joe Lampert
Practice Lead

OmniMedia Logo for Web

Peter Jones
Head of Local Sales


Michael Spiesman
VP, Sales & Marketing

Allen Media Group-2

Debbie Presser
VP, National Sales


'Why MASC' Member Profile Series

Listen in as Media Ad Sales Council (MASC) members discuss the value that MASC delivers to the industry along with the visions and goals that the group works consistently towards.


February 26, 2024
MASC Member Profile: Joe Lampert, CNOmniMedia
September 25, 2023
MASC Member Profile: Peter Jones, Premion
June 14, 2023
MASC Member Profile: Becky Meyer, Gray Television
January 6, 2023
MASC Member Profile: Al Lustgarten, Hearst Television
August 31, 2022
MASC Member Profile: Mark Gorman, Matrix Solutions

Stay Up-to-Date on MASC Efforts

Should you have questions or want to discuss how the Media Ad Sales Council (MASC) is working to advance the media ad sales ecosystem through automation, convergence, and inclusion please give us a shout at