South Korean tech giant LG Electronics has partnered with Ethereum layer-2 network Arbitrum to develop a blockchain-based advertising platform, sparking a 10% surge in the ARB token. The initiative, reported exclusively by Fortune, marks a significant step in enterprise blockchain adoption.
LG's blockchain R&D team, led by Samuel Byungsun Park, created its own layer-2 chain using Arbitrum technology to build a shared database of digital advertising inventory. The system records how users interact with ads across the network, enabling automated, low-cost batch processing of transactions. "It means that you can basically run the market in an automated way in software. You don't need manual interventions," said Arbitrum co-founder Steven Goldfeder.
The project followed a pilot with an unnamed Japanese advertising agency and is set for a commercial launch later this year. Park stated the company is evaluating whether the model can deliver meaningful value for advertisers, publishers, and audiences.
ARB’s price jumped from support near $0.078 to as high as $0.085, trimming gains to around $0.083 at press time. Technical analysis showed a double-bottom formation on the four-hour chart, with a breakout above $0.0844 neckline resistance. The measured move target points to $0.092 if support holds; otherwise, $0.078 comes back into focus.
The partnership adds to Arbitrum's growing enterprise track record. Earlier this year, AmericanFortress launched a privacy infrastructure on Arbitrum for institutional users, and the network was named to Fortune’s inaugural Crypto 100 list. Broader market sentiment was also lifted by U.S. President Donald Trump’s remarks on a potential Iran peace deal, though Iranian officials later denied any agreement.
