LG Taps Blockchain for Advertising Platform with Arbitrum Partnership

LG Electronics is taking its first step into the blockchain space by developing an advertising platform built on its own proprietary blockchain. The South Korean company has partnered with Arbitrum to create a Layer 2 network, enabling cheaper batch processing of transactions and streamlining interactions between advertisers and publishers.

The new platform will create a shared database of ad inventory for advertisers and publishers, allowing them to record user interactions with ads. LG Electronics tested the platform with a Japanese advertising agency and plans to assess the possibility of a commercial launch by the end of 2026.

LG Electronics' head of blockchain research, Samuel Byungsun Park, noted that the company is evaluating whether this approach can deliver real value to advertisers, publishers, and audiences. Arbitrum co-founder Steven Goldfeder emphasized the benefits of using blockchain in ad sales, stating that it allows for automation of the process.