This report provides an overview of the most important technology trends from CES 2020 and what they mean for marketers.

Biometric technology may soon give marketers the opportunity to learn more about their customers and deliver personalized messaging. While this could be a potential boon for business, it also has major privacy implications.

Healthcare and pharma ad spending remains the smallest ad-spending category in the US due to restrictive compliance laws that make it difficult to target audiences, but the legalization of cannabis has helped bolster spending.

eMarketer analysts discuss our digital ad spend by industry forecasts, exploring verticals such as automotive, CPG, financial services, healthcare and pharmaceutical, travel and retail.

Digital ad spending in Germany will approach €7.3 billion ($8.6 billion) this year—nearly 10% more than in 2018. The sectors we analyze—including automotive, consumer packaged goods (CPG), financial services, healthcare/pharma, retail and travel—will all see much higher spending on mobile ads.

In the latest episode of "Behind the Numbers," analyst Victoria Petrock explains why voice-activated technology is poised to change the healthcare industry. How do consumers feel about the technology? And how is the industry currently putting it to use?

Voice-activated technology is in the early stages of development, but it has the potential to change the way healthcare brands, providers and patients interact—eventually making the healthcare system more efficient and effective.

While the use of virtual reality is not yet mainstream among consumers, specialized applications of the technology are proving useful in a variety of industries.