LG and Arbitrum to launch blockchain programmatic ad network

LG Electronics is developing a blockchain-based advertising network in collaboration with the Ethereum layer-2 scaling solution Arbitrum, aiming to automate and bring greater transparency to the digital ad industry. The South Korean technology conglomerate announced the initiative this week, which involves building a custom layer-2 blockchain to serve as a shared, immutable database for tracking ad inventory and user interactions.

The project is led by Samuel Byungsun Park, head of LG Electronics' blockchain research lab. In a statement, Park said the company is evaluating whether this approach can deliver meaningful value to advertisers, publishers, and audiences. The core objective is to create a decentralized marketplace where ad space can be bought and sold programmatically through smart contracts, eliminating traditional intermediaries and manual processes. Arbitrum co-founder Steven Goldfeder explained that the system allows the market to be run automatically by software, without the need for manual intervention.

LG plans to leverage this infrastructure across its global network of more than 216 million smart TVs. The company has already completed a technical pilot program...