LG Electronics is piloting an on-chain advertising network built on the Arbitrum blockchain in Japan. The project, developed by LG's Blockchain Research Lab, aims to create a tamper-resistant and verifiable system for recording ad impression data.
The pilot project addresses three persistent problems in digital advertising: fraudulent traffic, tightening privacy rules, and declining user engagement, according to LG.
LG emphasizes that key digital advertising metrics are typically maintained within closed systems, making it challenging for advertisers and publishers to access a shared, evidence-based dataset.