I spoke to one of the owners once, from my understanding they never ran ads and never intended to as they were just doing it for fun.
While it's just my own opinion, personally if your website gets views in the millions to which the blog did. And you didn't/don't monetize even just a little bit? You did something wrong. Again, hindsight, motivations, reasons, and what-not. There are pockets of communities out there and it's clear players like to discuss, speculate on content, talk probability of how the game works, show off their treasure cruise wares, share sadness/happiness in sugofest, etc. Although OPTC is by standards a freemium mobile game, I see potential for a dedicated OPTC website/forum to gather all those pockets together. The content practically begs for it, we're already a bunch of pirates, traversing through the game on a grand adventure.