1 month ago
South Korean tech elephantine LG Electronics is moving with the Ethereum layer-2 web Arbitrum to physique a blockchain-based advertizing web aimed astatine serving the integer advertisement industry.
Arbitrum would springiness advertisers and publishers a shared database of advertisement inventory and way however customers interact with advertisements, with the institution exploring however to bring the work to marketplace this year, Fortune reported connected Thursday.
“We are evaluating whether this attack tin present meaningful worth to advertisers, publishers and audiences,” said Samuel Byungsun Park, the caput of LG Electronics’ blockchain probe lab.
LG Group’s office is successful Seoul, South Korea. Source: Seoul Institute
Digital advertisement walk is estimated to person reached $679 cardinal successful 2025, making up 68% of worldwide advertisement spend, according to planetary advertizing elephantine Dentsu.
Traditional advertisement networks necessitate costly intermediaries to automate and negociate the buying and selling of advertisement abstraction betwixt advertisers and publishers.
A blockchain-based advertisement web would chopped retired intermediaries, aiming to marque advertisement buys much businesslike and supply transparency to advertisers astir who their ads person reached.
“It means that you tin fundamentally tally the marketplace successful an automated mode successful software,” Arbitrum co-founder Steven Goldfeder told Fortune. “You don’t request manual intervention.”
The terms of Arbitrum (ARB) gained 5.44% connected Thursday connected quality of the caller layer-2 blockchain, which Arbitrum confirmed connected X.
Cointelegraph contacted Arbitrum and LG Electronics for comment.
Related: Citi launches blockchain marketplace for backstage companies’ shares: Report
LG has been exploring opportunities successful crypto for astir a decade.
In 2018, LG CNS, a subsidiary of the LG Corporation, launched an in-house blockchain called “Monachain” aimed astatine businesses that could beryllium utilized for integer authentication, payments and proviso concatenation management.
LG Electronics developed a decentralized crypto wallet called Wallypto utilizing the Hedera Hashgraph network astatine the tallness of the 2022 NFT boom. It served arsenic a companion wallet for the LG Art Lab, an NFT level that allowed users to show integer artwork connected their TVs.
The NFT level was unopen down successful June 2025, adding to a question of NFT marketplace closures that year, portion LG Electronics terminated Wallypto a fewer months aboriginal successful September.
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