Svmuu reported that LG Electronics has selected the Ethereum Layer 2 network Arbitrum to develop a new blockchain to support advertising and media-related scenarios. Following the news, Arbitrum's native token ARB rose more than 5% in a single day.
The network will be used for the placement, purchase, sale, and management of digital advertisements, as well as recording user interactions with ad content. Developed by Offchain Labs, Arbitrum utilizes Optimistic Rollup technology, aiming to provide a faster and lower-cost transaction experience on Ethereum.
This is not LG's first foray into blockchain. Previously, LG launched the enterprise-grade blockchain Monachain through its IT service subsidiary LG CNS and developed the crypto wallet Wallypto. It also launched the Art Lab NFT marketplace, although the platform was shut down last year.