Xerox's test-and-repeat road to native advertising
Geoffrey PrecourtWarc
It was not the kind of story that many consumers understood: Xerox, a company with a primary product so dominant it became synonymous with paper copying, was refocusing its offering and moving into a murky, less visible business-to-business space.
To that end, Xerox bought Affiliated Computer Services (ACS), one of the largest US business-process outsourcing companies, in 2010 – a purchase that doubled its revenue and pointed towards a different kind of future … but effectively sent out a new message for a new company that seemed at odds with...