If you buy direct response (DR) TV or radio advertising and are responsible for the creative in your campaigns, you probably manage a database of versions. Each one has its own Industry Standardized Commercial Identifier (ISCI), and is put into the format of your choice to keep track. In addition to placing the media order, you have to send traffic to the station. This might seem like a simple process, but so much can go wrong. If the same ISCI is mistakenly applied to two different versions, this could cause lots of confusion internally, at your chosen asset delivery platform, and at the traffic departments of the stations receiving the spots.