In a way that doesn't violate privacy and security. If they can't, they shouldn't be in business the same way a cereal company that cuts their product with dirt or sawdust shouldn't be in business.
By starting to charge money. Maybe not realistic right now because of the competition, but I'm sure it would look different if privacy abuse was illegal and everyone had to adapt.
I imagine media properties could pay Giphy to promote gifs of their properties. Probably wouldn't be that bad of an advertising strategy for a new release!
The death of bad businesses is a good thing.