What makes the ITVX situation particularly interesting is the technical cat-and-mouse game. Unlike the clunky old ITV Hub, ITVX is a modern beast. It uses server-side ad insertion (SSAI). In plain English, this means the ad is baked directly into the video stream before it even reaches your device.
While no method is 100% permanent—as ITV regularly updates its site to bypass these tools—users often report success with the following: uBlock Origin (Browser) itvx adblocker