LG Electronics, one of the world's largest consumer electronics manufacturers, is developing a proprietary blockchain network to automate programmatic ads. The tech giant partnered with Arbitrum to build a custom Ethereum Layer-2 blockchain for automated ad markets.
The platform targets LG's massive global footprint of 216 million smart TVs to reduce programmatic ad fraud. Following a successful pilot with a Japanese agency, LG plans a commercial evaluation for later in 2026.
The initiative leverages a shared, onchain database of advertising inventory and verified customer interaction records. This framework allows for automated buying and selling of advertisements via smart contracts, reducing or eliminating traditional manual negotiations.