LG Electronics and Arbitrum Build Blockchain Ad Network Targeting $679 Billion Market

TLDR

• LG Electronics has partnered with Ethereum layer-2 network Arbitrum to build a blockchain-based advertising platform
• The global digital ad market reached an estimated $679 billion in 2025
• The platform aims to cut out costly intermediaries in ad buying and selling
• LG piloted the platform with a Japanese advertising agency and plans to launch commercially later in 2026
• Arbitrum’s ARB token jumped over 7% following the announcement

LG Electronics, the South Korean consumer electronics company behind TVs, laptops, and home appliances, is building a blockchain-based advertising network using Arbitrum, an Ethereum layer-2 protocol.

The company said it developed its own layer-2 blockchain in collaboration with Arbitrum, which allows for low-cost, high-speed transactions on the Ethereum network.

The goal is to give advertisers and publishers a shared, transparent database of ad inventory and to track how consumers engage with ads.

Why Blockchain for Advertising?

The traditional digital advertising market relies on third-party intermediaries to manage and automate the buying and selling of ad space. These middlemen add cost and reduce transparency for both buyers and sellers.

A blockchain-based system removes those intermediaries. The technology can automate ad transactions through software, with no manual intervention required.

LG said it tested the platform with an unnamed Japanese advertising agency through its dedicated blockchain research lab. The company is now evaluating whether to bring it to market later in 2026.

Digital ad spending hit an estimated $679 billion in 2025, accounting for 68% of total worldwide ad spend, according to global advertising firm Dentsu.

LG’s History With Blockchain and Crypto

This is not LG’s first move into blockchain. The company has been exploring the space for close to a decade.

In 2018, LG CNS launched an in-house blockchain called Monachain for business use cases including payments, digital authentication, and supply chain management.

In 2022, LG Electronics launched a crypto wallet called Wallypto, built on the Hedera Hashgraph network, to support its NFT platform LG Art Lab. The platform let users display digital art on their televisions.

LG Art Lab was shut down in June 2025, and Wallypto was discontinued in September of the same year.

The new advertising platform represents a shift in focus, from consumer-facing crypto products to enterprise blockchain infrastructure.

Market Reaction

Arbitrum’s ARB token rose more than 7% to $0.0834 in the 24 hours following the announcement. The broader crypto market was also up, with Bitcoin gaining over 3% to reach $63,500.

LG said its blockchain research lab head, Samuel Byungsun Park, confirmed the company is evaluating whether the approach can “deliver meaningful value to advertisers, publishers and audiences.”

No launch date has been confirmed, but LG has indicated the platform could enter the market before the end of 2026.

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