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# EX.CO exec: agentic AI hasn’t transformed ad buying yet
- URL: https://fabric-media.ghost.io/ex-co-exec-agentic-ai-hasnt-transformed-ad-buying-yet/
- Published: 2026-08-30T13:16:55.000Z
- Updated: 2026-08-30T13:16:56.000Z
- Description: EX.CO’s Paul Jelinek says agentic advertising talk at Cannes outpaced reality, and that CTV programmatic today resembles online video’s state roughly eight years ago. He expects a major programmatic transformation within two years as scaling sales teams stops working.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, Brian Morrissey

**Why it matters.** CTV publishers must shift from hiring more salespeople to deploying yield-management technology as programmatic auctions mature.

*Signal from* [*therebooting.com*](https://therebooting.com/?ref=fabric-media.ghost.io) *·* [*Brian Morrissey*](https://fabric-media.ghost.io/tag/by-brian-morrissey/) *·* [*read the original*](https://www.therebooting.com/podcast/s/the%5Frebooting%5Fshow/ex%5Fco%5Fs%5Fpaul%5Fjelinek%5Fon%5Ftv%5Fadvertising%5Fs%5Fmajor%5Ftransformation?ref=fabric-media.ghost.io)*.*