LG Electronics is partnering with the Ethereum layer-2 network Arbitrum to develop a blockchain-based advertising network. The system aims to create a shared database for ad inventory and track customer interactions, potentially cutting out costly intermediaries in the digital ad industry, which saw spend reach $679 billion in 2025. Arbitrum’s co-founder stated the automated market could eliminate manual intervention. LG has explored crypto projects for years, though its recent NFT platform and wallet were terminated.
LG Electronics is collaborating with the Ethereum layer-2 network Arbitrum to build a blockchain-based advertising network targeting the digital ad industry. Arbitrum would provide advertisers and publishers a shared database to track inventory and customer interactions with ads.
The company is exploring how to bring the service to market this year. Samuel Byungsun Park, head of LG Electronics’ blockchain research lab, stated they are evaluating whether this approach can deliver meaningful value.
Global digital ad spend reached $679 billion in 2025, accounting for 68% of worldwide ad spend according to global advertising giant Dentsu. Traditional networks require costly intermediaries to automate buying and selling of ad space.
A blockchain-based network aims to cut out those intermediaries, making ad buys more efficient and transparent. Arbitrum co-founder Steven Goldfeder explained, “It means that you can basically run the market in an automated way in software. You don’t need manual intervention.”
The price of Arbitrum (ARB) gained 5.44% on Thursday following the news. Arbitrum confirmed the partnership on X.
LG has been exploring cryptocurrency opportunities for nearly a decade. In 2018, its subsidiary LG CNS launched an in-house blockchain called “Monachain” for business applications.
LG Electronics later developed a decentralized crypto wallet called Wallypto using the Hedera Hashgraph network. It served as a companion wallet for the LG Art Lab NFT platform, which allowed users to display digital artwork on TVs.
The NFT platform was shut down in June 2025. LG Electronics terminated the Wallypto wallet a few months later in September.
