[western]

It's probably personalised adverts for you if you're watching on ITVX and the personalised adverts didn't fit the live break

Interesting, as this is what I see on ITVX when filing ad gaps on the 'Fast' channels as a premium subscriber:

Does the ITVX feed have different adverts to the TV feed, then?

I don't think it's personalised at all on the 'Live' tab from the ITVX website, as normally on streaming services with ads you see a half second of black screen whilst it loads an advert as you watch. The feed appears that is played out to regions, which I'm fairly sure is the London region as that's what the 4pm weather bulletin and the local news come up as if you try to watch them online.

Edit: Realised it definitely can't be personalised adverts as I have a subscription. The only time I've seen an ad is either live TV or a show like Family Guy, which includes a warning at the start (see below) and shows only a 30 second ITVX promo in the ad slot