LG Electronics is developing a blockchain-based advertising platform with Arbitrum to record ad inventory, track ad delivery and manage customer engagement data tied to its connected-TV advertising business.
The South Korean electronics giant is building the system as it looks to bring greater transparency and automation to the digital ad market, Fortune reported, citing the company.
Smart TVs become LG’s next ad engine
The move comes as LG works to turn its smart-TV ecosystem into a larger media and advertising business, using its global base of connected devices to offer brands more targeted ways to reach viewers.
Through LG Ad Solutions, the company already sells connected-TV and cross-screen advertising across LG smart TVs, giving marketers access to home-screen placements, streaming environments and data-driven campaign tools.
The blockchain platform would add another layer to that business by creating a shared record of ad activity for advertisers, publishers and technology partners.
For an industry challenged by fragmented measurement, limited visibility across supply chains and disputes over performance, blockchain could make parts of the process easier to verify.
LG’s blockchain bet moves past NFTs
LG’s blockchain work did not begin with advertising. The company has spent several years testing how the technology could fit inside its consumer electronics ecosystem, starting with digital art and crypto wallet integrations before shifting toward more practical business uses.
In 2022, LG launched LG Art Lab, an NFT platform available on some smart TVs, allowing users to buy, sell and display digital artwork from their screens. The service was built on Hedera and linked to Wallypto, LG’s smartphone crypto wallet.
That experiment later lost momentum, with LG moving to shut down Art Lab in 2025 as the wider NFT market cooled, pointing to a shift away from collectibles and toward blockchain infrastructure for records, verification and coordination between advertisers and technology partners.
Why Arbitrum fits the ad market test
LG’s choice of Arbitrum gives the project access to blockchain infrastructure designed to handle large volumes of activity without relying directly on Ethereum’s more expensive base layer for every transaction.
Arbitrum is one of the largest Ethereum scaling networks and is built to support faster, lower-cost transactions while remaining compatible with Ethereum-based smart contracts. That matters for an advertising system where campaign events, inventory records and engagement signals may require frequent updates at manageable cost.
The network also allows companies to build dedicated blockchain environments with more control over fees, data handling and operating rules, making it better suited to enterprise systems.
For LG, the project marks a test of whether blockchain can become part of the back-end infrastructure of digital media, with advertisers deciding whether shared, verifiable records can improve how campaigns are placed, measured and verified.
