South Korean tech giant LG Electronics is partnering with Ethereum Layer 2 network Arbitrum to build a blockchain-based advertising network designed to serve the digital advertising industry.
Arbitrum will provide advertisers and publishers with a shared database of ad inventory and track customer interactions with ads, and the company will be exploring how to bring the service to market this year, Fortune reported on Thursday.
“We are assessing whether this approach can deliver significant value to advertisers, publishers and audiences,” said Samuel Byungsun Park, head of LG Electronics’ blockchain research lab.
LG Group is headquartered in Seoul, South Korea. Source: Institute in Seoul
Digital advertising spending is estimated to reach $679 billion in 2025, accounting for 68% of global advertising spending. According to global advertising giant Dentsu.
Established ad networks require pricey intermediaries to automate and manage the buying, selling and selling of ad space between advertisers and publishers.
The blockchain-based ad network would cut out the middleman, aiming to make ad purchases more proficient and provide advertisers with transparency about who their ads reached.
“What this means is that you can essentially run the market in an automated way using software,” Arbitrum co-founder Steven Goldfeder told Fortune. “You don’t need manual intervention.”
Arbitrum (ARB) price rose 5.44% on Thursday on news of the fresh Layer 2 blockchain that Arbitrum confirmed on X
Cointelegraph has reached out to Arbitrum and LG Electronics for comment.
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LG has been exploring cryptocurrency opportunities for almost a decade.
In 2018, LG CNS, a subsidiary of LG Corporation, launched an in-house blockchain called “Monachain” for businesses that can be used for digital authentication, payments and supply chain management.
LG Electronics developed a decentralized crypto wallet called Wallypto using the Hedera Hashgraph network at the height of the NFT boom in 2022. It served as a companion wallet to LG Art Lab, an NFT platform that allowed users to display digital works of art on their TVs.
The NFT platform shut down in June 2025, prompting a wave of NFT market closures this year, while LG Electronics completed Wallypto a few months later in September.
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