If it is inflamed not torn then repetitive knee bending bad (esp if high impact like running), but stretching good. I think it is not getting better because it can't.
Try rolling your ITB on your good side, it shouldn't hurt but I bet it does. Rolling is a lot more effective then stretching, ITB very hard to stretch and some people (like me) just can't.
I am not a medical professional but I would repeat my earlier advice. Roll out ITB on good side all the way from hip bone to knee bone, it will probably really, really hurt (to the extent of making you cry). This is not a bad thing, you are not making things worse. Keep doing this and over time it will become pain free. The first few times as you roll close to your knee you will feel it pulling on your knee, this feels weird and very very wrong, but tis fine.
Still with me? Once you've had a go on your good side have a go on your bad side. If it feels significantly more painful then wait until you have asked physio. If it is no more excruciating than good side roll it out for 15mins then ice until it goes numb.
Repeat daily, as often as you can stand.
You also need to properly stretch your hamstrings, calves and quads.
It is important you do both sides, both sides are probably equally bad and it is just luck that one side went.
Oh, and a massage that is actually going to help you should really really hurt. I was chewing the pillow with tears in my eyes :-)