Right on the heels of Faultline’s coverage of Zattoo at Anga Com 2024, the Swiss TV-as-a-service (TVaaS) vendor has announced it is supplying Sky Switzerland with a bespoke ad tech suite, while also taking over the marketing for its advertising space. The deal is further affirmation that Sky Ad Smart—once revered as the most advanced addressable advertising technology that money could buy—cannot deliver everything that Sky’s advertising ambitions need. This unnamed offering places the advertising exchange on Zattoo’s servers, allowing ads to be integrated into VoD content without requiring Sky Switzerland to install additional software in its clients or devices. Zattoo frames this as an addition to the server-side dynamic ad substitution technology it developed some 8 years ago, overlaying…