Woofun AI reports that LG Electronics has selected the Ethereum Layer 2 network Arbitrum as the foundational technology for a new blockchain dedicated to advertising and media applications. The proposed infrastructure will facilitate the end-to-end management of digital advertising, encompassing delivery, procurement, sales, and the immutable recording of user interactions with ad content. Arbitrum, developed by Offchain Labs, leverages Optimistic Rollup technology to deliver enhanced transaction speed and reduced costs on the Ethereum mainnet.

This initiative marks a continuation of LG's broader blockchain strategy, which previously included the launch of the enterprise-grade Monachain via its IT services division LG CNS. The company also developed the Wallypto crypto wallet and operated the Art Lab NFT marketplace, although the latter was discontinued last year. The adoption of Arbitrum suggests a strategic pivot toward scalable, high-throughput solutions suitable for real-time media data processing.