This study by Google and Compete explored how using the Google Display Network (GDN) compares to a takeover of a portal like AOL, MSN, or Yahoo in trying to reach a demographic of tech enthusiasts. We found that 38% of visitors to GDN's custom channel are classified as "tech enthusiasts" and that the full GDN reaches six times as many tech enthusiasts as the top-performing portal. GDN alone can reach 73% of tech enthusiasts who don't visit the top-performing portal.