IRIS.TV, which specializes in maximizing revenue through video personalization technology, has announced its global expansion into more than 20 countries today.In part, the move to new corners of the globe will be facilitated by the hire of Nick Marr as the company’s new vice president of international sales. Marr recently led global go-to-market strategy, sales and operations for MGID Europe and Ideal Media Inc. He’s also been a key advisor to the British government, working to amend legislation to cater to new online models.As part of its growth, IRIS.TV plans to augment its existing publisher roster -- including names like British Telecom, Northern & Shell and TV Tokyo -- with additional customers from new parts of the world, including Australia, Canada, France, Hong Kong, India, Japan, Malaysia, New Zealand, Philippines, Qatar and Singapore.IRIS.TV allows publishers and marketers to maximize video ROI by increasing video consumption, user engagement and retention. Its video personalization engine tailors itself to individual user characteristics like geography, device and behavioral segmentation, to serve up completely customized experiences for each viewer. IRIS.TV’s Asset IQ™ and Adaptive Stream™ have driven an average video lift of 70 percent for publishers, according to the company.The move also expands the it’s deals in the market with Brightcove. The two companies announced a partnership last year and have been working together to provide valuable content recommendations as video libraries grow and viewing options proliferate. IRIS.TV’s real-time API is integrated with Brightcove’s video player and supports streaming across web, mobile, and supported SDKs..

“We see firsthand how Brightcove customers enabling IRIS.TV’s video personalization technology are experiencing dramatic growth in views per session,” said Mike Green, Vice President, Marketing and Business Development, Media at Brightcove. “These success stories started in the Americas but have grown common in every region where we partner with the IRIS.TV team. We are pleased to see their team growing globally and look forward to continuing our partnership.”

Today, IRIS.TV works with more than 100 clients, and has grown the number of video views moving through its video personalization engine by more than 700 percent.IRIS.TV is based in Los Angeles, with additional offices in New York and London. Investors include Sierra Wasatch, BDMI, Progress Ventures and individual backers such as Machinima founder Allen DeBevoise, Lions Gate CFO James Barge, and senior executives from Nielsen and AEG.