They could also make money from them using micropayments. Free if there's a delay. Then split proceeds with creators.
Raises and promotions should never be correlated to busiest staff member.
"money making ads" I'm surprised they haven't made their own coin to go with that. Perhaps a new coin should be part of that micropayment culture. Look what happened with Binance coin because so many people were using the site already and they could roll one out.
In reality, they could have made so much money from Gmail account recovery too. All of Google's shelved projects - maybe all they need is an efficient micropayment system to slap on whatever they put out - Google Reader included.