New Digital Age NDA Cannes 2026 - EP2 - Brian O'Kelley, CEO, Scope3
14 snips
Jun 23, 2026 
Brian O'Kelley, adtech founder and CEO of Scope3, shares his take on AI and the future of media buying. He separates agentic AI hype from reality. He outlines hurdles for agentic systems, the untapped value of publishers, and why creativity and wisdom will retain premium value.
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AI Becoming The Primary Browser Will Reshape Commerce
- The true structural shift will be AI as the consumer's primary browser and commerce surface.
- O'Kelley predicts closed-loop agent commerce (buying inside ChatGPT-like surfaces) will compress web value when it arrives.
Sell Side Agents Replace Lunches With Machine Briefs
- A sell-side agent must return rich, machine-readable offers instead of relying on charm and lunches in direct sales.
- O'Kelley imagines agents producing 20,000-word briefs or JSON storefronts that scale a seller's knowledge to buyers and other agents.
Publishers Need Agentic Storefronts Not Salespeople
- Publishers will need to present agent-friendly product catalogs (JSON storefronts) that explain audiences, bundles, and pricing.
- O'Kelley compares the agentic storefront to Amazon's home screen but for media offerings.