I think there is a typo there (as in the book has a typo). That $\circ$ should be a $\cdot$. As written, the left hand side lives in a weird place:
$\operatorname{ad}X \in \mathfrak{gl}(\mathfrak{g})$, so $\operatorname{ad}(\operatorname{ad}X) \in \mathfrak{gl}(\mathfrak{gl}(\mathfrak{g}))$ and $e^{\operatorname{ad}(\operatorname{ad}X)}$ is an automorphism on $\mathfrak{gl}(\mathfrak{g})$. It doesn't make sense to compose this with something from $\mathfrak{gl}(\mathfrak{g})$ in general. However it makes lots of sense for it to act on it:
$$ e^{\operatorname{ad}(\operatorname{ad}X)}\cdot \operatorname{ad}Y = \operatorname{ad}Y + [\operatorname{ad}X, \operatorname{ad}Y]+ \frac{1}{2}[\operatorname{ad}X,[\operatorname{ad}X,\operatorname{ad}Y]] + \cdots$$
Then the statement follows from the Jacobi identity. The Jacobi identity can be framed as follows:
$$ [\operatorname{ad}X, \operatorname{ad}Y] = \operatorname{ad}[X,Y]$$