Arbitrum and LG Electronics have reportedly joined forces to develop a blockchain-based advertising network designed for advertisers and publishers. According to a Thursday report by Fortune, the initiative aims to store advertising inventory in a shared database and closely track user engagement with ads. Both companies are said to be evaluating how to bring the service to market later this year.
Vision for a blockchain advertising network
Samuel Byungsun Park, head of LG Electronics’ blockchain research lab, shared that their team is assessing whether this approach can generate meaningful value for advertisers, publishers, and viewers alike.
Samuel Byungsun Park emphasized that their evaluation focuses on whether the model can deliver tangible benefits to advertisers, publishers, and audiences.
Traditional advertising networks often rely on intermediaries to automate and manage the buying and selling of ad space. The report notes that a blockchain-based system could streamline these transactions by removing intermediary layers, potentially making ad purchases more efficient and offering advertisers enhanced transparency regarding the reach of their campaigns.
Glossary: Ad inventory refers to the total advertising space a publisher makes available for sale. Layer 2 describes a scaling solution operating outside the main blockchain to increase transaction speed and reduce costs.
Market automation and Arbitrum’s role
Steven Goldfeder, co-founder of Arbitrum, stated that a largely automated marketplace is possible through software, reducing the need for manual intervention in the advertising process.
Steven Goldfeder explained that with this setup, much of the marketplace could operate automatically via software, minimizing human involvement.
Following news of the partnership, Arbitrum’s token ARB surged 5.44 percent on Thursday. The report further notes that Arbitrum itself confirmed the layer 2 blockchain project on X, formerly known as Twitter.
Arbitrum is recognized as one of the leading layer 2 networks built for Ethereum. Its infrastructure supports decentralized finance and blockchain applications by processing transactions with lower costs and higher speeds than the main Ethereum chain.
LG’s blockchain and crypto track record
LG Group has spent nearly a decade exploring opportunities in the blockchain and crypto sector. Based in Seoul, the South Korean conglomerate has previously engaged in several enterprise-focused initiatives in this space.
LG CNS, an LG Corporation subsidiary, launched an in-house blockchain platform called Monachain in 2018 for enterprise users. This technology was intended to facilitate digital identity verification, payments, and supply chain management, among other applications.
In the NFT boom of 2022, LG Electronics rolled out a decentralized crypto wallet named Wallypto on the Hedera Hashgraph network. This wallet complemented LG Art Lab, a platform that allowed users to showcase digital artwork directly from their TVs.
However, LG Art Lab was closed in June 2025, with the Wallypto service ending a few months later in September. These shutdowns mirrored broader setbacks in NFT marketplaces that year, as the overall market contracted.
