What action should be taken when an IO states billing will be based on CPC pricing but the invoice arrives with CPM rates?

The correct action in this situation is to request an updated vendor invoice. When a discrepancy arises between the terms outlined in the insertion order (IO) and the actual invoice received, it is crucial to address this directly with the vendor. By doing so, you ensure that the billing accurately reflects the agreed terms, in this case, billing based on CPC (cost per click) rather than CPM (cost per thousand impressions).

This step is vital because billing inaccuracies can lead to financial discrepancies and impact budget planning. Correcting the invoice helps maintain transparency and accountability in the financial dealings between the parties. It also reinforces the importance of clear communication and adherence to the terms established in the IO, which is essential for a successful partnership in digital media buying and planning.

Addressing the issue directly with the vendor also allows for clarification on any potential misunderstandings that might have occurred and ensures that future invoices align with the agreed-upon pricing model.