"In August 1993, the phrase Generation Y first appeared in an Ad Age editorial to describe those who were aged 11 or younger as well as the teenagers of the upcoming ten years who Ad Age defined as different from Generation X.[6] Since then, the company has sometimes used 1982 as the starting birth year.[7] According to Horovitz, in 2012, Ad Age "threw in the towel by conceding that Millennials is a better name than Gen Y",[1] and by 2014, a past director of data strategy at Ad Age said to NPR "the Generation Y label was a placeholder until we found out more about them".[8]"