LG Electronics Partners with Arbitrum to Launch Custom L2 Blockchain for Programmatic Ads Across 216M Smart TVs

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According to Fortune on June 11, 2026, LG Electronics partnered with Arbitrum to build a custom Ethereum Layer-2 blockchain designed to automate programmatic advertising across its global network of approximately 216 million smart TVs. The platform creates an immutable ledger for advertising inventory and enables automated buying and selling of ads via smart contracts, reducing manual negotiations and programmatic ad fraud. LG successfully completed a pilot program with a Japanese advertising agency and plans to pursue a commercial evaluation later in 2026, according to the report.
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