LG Electronics and Arbitrum to build blockchain ad network

LG Electronics is working with the Ethereum layer-2 network Arbitrum to build a blockchain-based advertising network for the digital ad industry. Arbitrum would provide advertisers and publishers a shared database of ad inventory and track how customers interact with advertisements, and the company is exploring bringing the service to market this year.

"We are evaluating whether this approach can deliver meaningful value to advertisers, publishers and audiences," said Samuel Byungsun Park, head of LG Electronics’ blockchain research lab. Digital ad spend is estimated to have reached $679 billion in 2025, making up 68% of worldwide ad spend, Dentsu estimates.

Traditional ad networks rely on costly intermediaries to automate and manage ad buys; a blockchain-based network would cut out those intermediaries, aiming to make purchases more efficient and give advertisers clearer information about who their ads reached.

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