LG Electronics is developing a blockchain-based advertising platform on Arbitrum, aiming to automate ad inventory management and consumer engagement tracking.
Arbitrum Token News
LG Electronics is developing a blockchain-based platform to manage digital advertising. The South Korean consumer electronics company confirmed the project to Fortune on June 11. The platform was built by LG's internal blockchain research lab and tested with an unnamed Japanese advertising agency.
Shared Ad Inventory On-Chain
The network runs on a custom layer-2 chain developed in collaboration with Arbitrum (ARB). Arbitrum is an Ethereum (ETH) scaling protocol built by Offchain Labs. It uses optimistic rollup technology to batch multiple transactions before settling them on Ethereum's base layer, which reduces processing costs. LG has not publicly named the new chain.
The platform gives advertisers and publishers access to a shared database of available ad inventory. It also records how individual consumers interact with each advertisement. Samuel Byungsun Park, head of LG's blockchain research department, said the company is evaluating "whether this approach can deliver meaningful value to advertisers, publishers and audiences." LG said it plans to explore commercializing the platform later in 2026.
Arbitrum co-founder Steven Goldfeder said the platform is designed to automate tasks that currently require manual work. "You can basically run the market in an automated way in software," he said. "You don't need manual interventions." Goldfeder also noted that building a dedicated blockchain is not the right decision for every organization. "For many people, the answer is yes, but probably for most people, the answer is no," he said.
LG's Prior Blockchain Activity
LG has prior experience with blockchain infrastructure. Its IT services arm, LG CNS, operates Monachain, an enterprise-focused blockchain network. The company also launched a crypto wallet called Wallypto and took part in the Bank of Korea's Project Han River pilot, which tested AI-based payments using deposit tokens. LG shut down its Art Lab NFT marketplace in 2025, which first ran on Hedera before expanding to Ethereum.
Several major companies have launched dedicated blockchains in recent years. Stripe worked with venture firm Paradigm to build a high-speed chain called Tempo. Circle is developing Arc, its own decentralized ledger. JPMorgan Chase runs its own private blockchain unit focused on institutional transactions.
Sony's Soneium chain was built on the Optimism scaling protocol for entertainment use cases. The Story blockchain is designed to store and manage intellectual property. These projects reflect a broader pattern of companies building sector-specific chains to serve the data and transaction needs of individual industries.
ARB rose more than 5% on June 11 following the LG announcement, according to CoinMarketCap data. ARB is the governance token for the Arbitrum network and is used to vote on protocol upgrades and treasury decisions.
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