Dive Brief: 

• Instagram has inked a deal to open up its advertising to brands working with agencies under the Omnicom umbrella. 
• AdAge reported that the deal was worth up to $100 million, while AdWeek claimed the figure was closer to $40 million. 
• Instagram will still hold close control over which brands and ads appear on the platform. 

Dive Insight: 

This deal could open up a whole new world of ad possibilities for the ridiculous amount of brands represented by Omnicom's agencies — if they can pass the tough standards held by Instagram. The platform now has a steady stream of agencies, and the competition could result in the highest quality of ads it has seen. As long as Instagram holds strong on its standards, the deal should prove lucrative for both parties.