LG Electronics has developed its own layer-2 blockchain network in collaboration with Arbitrum, aiming to revolutionize its digital advertising platform. The South Korean consumer electronics giant revealed to Fortune that this Arbitrum-based network will function as a comprehensive platform for the placement, purchase, sale, and management of digital advertisements, thereby cutting out traditional intermediaries within the advertising supply chain. LG has already completed a pilot program with a Japanese advertising agency and is currently assessing the feasibility of launching the product to market later this year.
LG Electronics Building with Arbitrum
LG’s dedicated blockchain team, operating within the company’s research and development division, is currently piloting an on-chain advertising network built on Arbitrum.
“We are evaluating whether this approach can deliver meaningful value to advertisers, publishers, and audiences,” stated Samuel Byungsun Park, head of LG Electronics’ blockchain research department.
Steven Goldfeder, a co-founder of Arbitrum, highlighted that the blockchain approach eliminates the necessity for manual interventions in ad transactions. “You don’t need manual interventions,” Goldfeder explained, elaborating that the technology facilitates automated market operations through software.
Following the announcement of the partnership with LG Electronics, Arbitrum’s native token, ARB, saw a 5% increase, according to data from CoinGecko.
This advertising blockchain initiative marks LG’s latest engagement with distributed ledger technology. The company’s IT services division, LG CNS, previously introduced the Monachain enterprise blockchain platform in 2018, although LG discontinued its Art Lab NFT marketplace last year. The current endeavor leverages LG Ad Solutions, the company’s advertising arm which oversees a global smart TV installed base of 216 million units, including 49 million in the United States.
LG’s move aligns with a broader trend of major corporations developing custom blockchain infrastructure for business applications. Notable examples include Samsung’s supply chain ledger, J.P. Morgan’s JPM Coin deposit token, and Mastercard’s stablecoin settlement infrastructure. These initiatives are increasingly being deployed on public or Layer-2 chains rather than private, permissioned ledgers.
This trend suggests a growing enterprise adoption of crypto infrastructure, even as blockchain received limited attention at CES 2026, where artificial intelligence dominated technology discussions.
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