LG Electronics is building a blockchain-based advertising network on its own Arbitrum-derived Layer 2, according to an exclusive report by Fortune published Thursday. The company describes the project as a pilot with no commercial launch date set.
The South Korean electronics giant, known for TVs and laptops, has a dedicated blockchain research lab that developed the platform in-house. The network gives advertisers and publishers a shared database of ad inventory and records on-chain how users have engaged with advertisements. LG completed a pilot with an unnamed Japanese advertising agency and plans to explore commercializing the platform later this year, per Fortune.
“We are evaluating whether this approach can deliver meaningful value to advertisers, publishers and audiences,” Samuel Byungsun Park, head of LG Electronics’ blockchain research department, said in a statement to Fortune.
LG worked with Arbitrum, the Ethereum Layer 2 network, to build its own dedicated chain. The collaboration produced a custom L2 that uses Arbitrum’s technology to batch transactions at low cost, which LG’s team used to underpin the ad-inventory database. Arbitrum’s official account confirmed the project Thursday on X, noting that LG’s blockchain team sits within the company’s R&D division.
