At the Association of National Advertisers (ANA) conference last month, twenty-eight hundred of my brethren in the advertising community watched memorable presentations from Progressive Insurance, Pepsi, Lyft, Harley Davidson, GE, Audi and Arby’s.

While the D and I words (Disruption and Innovation) were overused for my taste, luckily, the M word (Millennial) wasn’t used too much. In fact, it was emphasized several times that targeting exclusively by generation could be too broad-based.