"web tracking beacons cunningly disguised as funny little animated images"
I always marvel at the intelligence of people who can purposely lie in order to get money.
Giphy is a company that wants to track you, just like Google. In order to do so, they imagined chat images, because everyone likes to add an emoticon now and then.
They made them funny, which makes them appealing, increasing their chance of use.
But all of this is to enhance their tracking ability, siphoning your private life to sell it to ad companies.
Giphy is a bunch of vampires.
Not surprising that El Zuck wants to get his hands on it.