In 2025, Rhys Mclachlan, five years into his tenure as ITV's Director of Advanced Advertising, publicly shared the unique FAFO Framework for ITV Adlabs. This process has, over the past several years, been richly deployed to develop experiments, prototypes, pilots, happy accidents in the CTV ad-space. Rhys's team has a track record of delivering cutting edge propositions, from Dynamic Weather Targeting to Automated Contextual Targeting and the UKs largest off-platform Retail Media proposition Retail Match and in H2 2025 alone announced both Auto Match and a pioneering CTV Lead Generation ad format pilot. 

In addition to Adlabs, Rhys is also the very public ambassador for ITVs proprietary Addressable ad-sales platform Planet V, and has over the last year been increasingly outspoken on the importance of CTV inventory & ad quality, calling out bad actors in the ecosystem with his now inescapable 'no tomatoes in the fruit salad' analogy.