https://youtu.be/Tzy-qmzyDEs?t=59
Can we back up for a minute here...
4chan is struggling financially? I thought they were making absolute bank on ad revenue. I know they push a lot of image traffic but the nature of the content on that site means that few things persist for very long.
I just find this all very surprising.
You need to consider this, much like neogaf had to (E3 and animated avatars, for example), as an input-output problem. Making money on ads isn't the issue, it's how much bandwidth and server space and speed you can afford from that money. Additionally, it's safe to say 4chan users don't give a shit about actually supporting the site -whereas we tend to do give one- and all browse it with adblockers enabled. And of course, in general, nobody cares about ads anymore anyway. That age is rapidly coming to an end, with ads being so overaggressive that they're causing it themselves.
But back to input-output: a 4chan page rolls on pretty much forever, meaning there is already no way to create a proper content-to-ad ratio. Neogaf for example is limited on 50 or 100 posts per page because at that rate you get considerable content, with an ad on top (assuming you only read the OP), and a fairly good chance at conversion (which is the ratio on ads leading to sales, which is basically the only thing that matters. You spend money to make money, it's that simple. If you spend more than you make, the outlet is useless and will be cut), which is probably the optimal layout while keeping both users and owner(s?) happy with matching input and output. That is both in financial terms the income to spending ratio (which should always be >1 , obviously ), as well as ad money to bandwidth (which you could also calculate after standardizing them).
4chan is failing because the X amount of income on ads does not equate to the Y amount of bandwidth needed to operate it as is. So either income needs to go up, making the content pay for itself, or things need to cut. Considering 4chan is also the internet's shithole, you can probably imagine that advertisers (#AdvertiserFriendly) are not exactly lining up to advertise on the site. Maybe some did in the past, but things have changed. Also, I'm fairly sure 4chan hosts a ton of shit -of all kinds- on its own servers, creating an insane bandwidth need it simply cannot afford. Neogaf couldn't either, which is the reason we all have to use links to other hosting companies, and not directly, and animated avatars were removed.
I'm sure Evilore would explain this differently -and more intimately- but from the sidelines that is my understanding of how these things work. Besides, you have to pay for it somehow, so there has to be a business model of some kind anyway.