You may not notice a lot of ads in your Instagram feed on a regular basis but that might be about to change. Unnamed sources tell Ad Age that Instagram has reached an advertising deal with ad agency Omnicom that will be worth somewhere in the neighborhood of $100 million. For anyone keeping track, this deal alone would account for 10% of the $1 billion that Facebook paid to acquire Instagram back in 2012. In other words, it won’t take long at all for Facebook to recoup its investment in Instagram if it signs a few more deals like the one Ad Age says it’s signed with Omnicom.

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