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LG Electronics teams up with Arbitrum to build blockchain network for its advertising platform

LG Electronics has partnered with Arbitrum, a leading Ethereum layer-2 scaling network, to develop a blockchain network designed to support an advertising platform. The initiative points to LG's push to bring blockchain infrastructure into connected TV advertising. Its subsidiary, LG Ad Solutions, already runs campaigns across millions of smart TVs globally, coordinating cross-device advertising programs. LG has been building toward blockchain use cases for several years. In 2022, the company launched LG Art Lab, an NFT marketplace built on the Hedera network that lets smart TV owners browse and buy digital art directly on their televisions. LG has also revised its corporate charter to explicitly include blockchain-related activities. Arbitrum operates as an Ethereum layer-2 solution, processing transactions off Ethereum's main chain while relying on Ethereum's underlying security model. That structure is intended to deliver faster and lower-cost transactions while retaining the trust associated with Ethereum's validator network. The tie-up puts LG in a vertically integrated position: it makes the hardware (smart TVs), runs the ad platform (LG Ad Solutions), and is now moving to build blockchain infrastructure that could connect the two. Connected TV advertising has been expanding as viewers shift away from traditional cable. LG Ad Solutions has also been widening its partnerships, including a collaboration with Aarki announced in early 2026 focused on gaming-specific performance solutions for connected TV campaigns. For investors, Arbitrum's activity has largely been driven by DeFi protocols and crypto-native applications. A Fortune 500 company deploying enterprise advertising technology infrastructure on the network would mark a notable new use case. Key signposts to monitor include technical milestones such as testnet releases, developer documentation, advertiser onboarding schedules, and evidence of real on-chain activity.
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