Whether you believe Instagram is the future of our picture-social world, or the death of photography as we know it, the one thing that cannot be denied is that Instagram is making some serious dough.

After being purchased by Facebook (News - Alert) for $1 billion (later adjusted to $715 million), something Instagram founder Kevin Systrom found hilarious after the acquisition back in 2012, Facebook has been focusing on monetizing the over 150 million monthly users through advertising. Money has been pouring in to the social networking company with a shift from desktop based advertising to mobile based advertising instead. They reported $2.59 billion in revenue for Q4 2013, and are only looking to add on to the pile.

This week Instagram has sealed their first deal with a major ad agency, promising to bring in over $100 million dollars for this one contract (some sources however place the value of the deal closer to $50 million). Who was the lucky winner? Omnicom (News - Alert) Group Inc. took the prize. Omnicom is an American global media and advertising company based in New York City. Their client base includes some pretty hefty names including AT&T (News - Alert) and Pepsi, just two of their over 5,000 clients worldwide, spread cross 1,500 agencies under the Omnicom umbrella.

Along with the move towards mobile advertising, comes the caution to not overload users with endless streams of swarming advertisements. Omnicom and Instagram will work together to create what Jim Squires, director of market operations at Instagram, is calling “amazing imagery.” He added the new partnership would create "meaningful business results for advertisers."

Instagram has said that it will exercise caution and be picky when choosing what to display, promising that any ads appearing on your Instagram stream will be consistent with the quality and type of content one would already expect see when they open the app.

Also in talks with Instagram is Publicis Groupe's Starcom MediaVest Group. Publicis and Omnicom are said to be finalizing a merger in the months to come.