The South Korean tech giant LG Electronics announced the development of a custom Layer 2 (L2) blockchain network, built in collaboration with Arbitrum. The official report indicates that this strategic initiative’s main objective is to automate programmatic advertising markets and mitigate ad fraud globally. The project, led by LG’s research lab under the direction of Samuel Byungsun Park, seeks to create a decentralized and immutable database to track impressions and interactions directly on the blockchain.
This move represents a milestone in institutional adoption. Indeed, LG plans to leverage this infrastructure across its global network of more than 216 million Smart TVs worldwide. By utilizing smart contracts on a high-speed, low-cost L2 network, the company will eliminate traditional intermediaries and optimize transactions without the need for manual interventions. For the corporate market, this consolidates the use of decentralized networks as high-performance enterprise infrastructure solutions beyond traditional crypto assets.
After successfully completing a technical pilot program alongside a prominent Japanese advertising agency, LG Electronics is preparing to take the next step. The multinational will conduct a comprehensive commercial evaluation of the platform later this year in order to initiate a massive rollout and establish a new operational and industrial standard.
Source: https://n9.cl/tdy12
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